I'm all for Steam getting some competition. However EA isn't the company I want competing and judging by the negativity surrounding it I'm assuming plenty of others feel the same way.
We could have Activision? <shudder>
Who else is big enough to try and pull people away from Steam? Ubisoft? TRhey've tried. There isn't really anyone else and, lets be honest, Activision's primary focus is and always will be consoles so as long as Playstation and Xbox online stores keep selling the CoD games at full RRP even when they're 2-3 years old Activision couldn't care less about the odd copy of CoD4 being sold at £30 on Steam as they've probably sold 5-10 copies on Console.
There isn't anyone else really, Origin is the competitor, just just need to open it up to indy games, increase the friends limit and make it MUCH easier to buy older titles at genuine discounts.