I really love the lore and universe, the game entries are all at least somewhat enjoable as games (apart from black flag, but im pretty alone with that opinion and it is because of the grindy shipshit in it, by far the worst in all of the series), the comics and books are awesome (especially the comics and there the templar ones clearly stand out), movie is meh.
The one big flaw the series has is how the plan and develop the ongoing story or better: the lack of it. It all feels like they go from game to game, comic to comic, etc. for the most part without having a consistent and continuous story that connects and ties everything somewhat together. The franchise is at its strongest when it has such a thing (desmond games, templar comics, uprising comics, last descendants novels) going on, but apart from that it feels like too loosely connected things with no real interconnectivity. It would benefit if at least one or two people at Ubisoft just take care and together with all kinds of devs, authors, directors, etc. plan out the series in advance and then just follow the script. Also the communication what content is to be found where is pisspoor and because of the lack of consistency and oversight in the lore not able to fulfill its potential (quick example: The Juno plot gets pushed into the comics - which by itself is agreeable - but it os neither communicated nor explained or anything. Just randomly mentioning Charlotte in a modern day segment email and the whole juno thing is not enough to get people drawn into that and this can easily be resolved when you have some oversight in terms of storydevelopment. and that can be said for lots of things and characters. I´m conviced, if layla makes an appearence in the movie and the comic, her general reception will be much better than it was, at least with the core fans instead of having basically everybody hating her or being indifferent towards her and not really care at best)