You are wrongly assuming that pirates don't also own and buy games... Imo, 95% is a fairly realistic rate (most are probably below), except it's not transferable to actual numbers. And ye really should not quote numbers from torrent-freak, who pull them as much out of their backside as this CEO.
Still, he probably meant it in relation to sales. And if a game only sells 100k, it isn't hard to get to a 90% piracy rate, particularly when he meant it as a relation (ie, on 1 sale come 9 non-sales. I think that is realistic. That Ubisoft causes this hatred themselves is not new. Anno 2070 is riddle with DRM, and now they had the gall to announce a f2p anno that's a cheap copy of 1404. If you want to make a community hate you, that's how you do it.