The problem is, Steam's pricing is generally set by Publishers, which I think has always been a bad model (and usually results in RRP prices). They need to move away from this without scaring publishers off, even if it means reducing their profits.
I don't know if EA will go with the same model resulting in identical prices, or will take it into their own hands and undercut Steam.
The real thing I don't want to happen is half the publishers start going "Hmm we make more profit on Origin, lets go exclusive with it", and the other half doing the same for Steam. Rather than having a two horse race for which place is cheaper, we'd end up with two one horse races and no price drops.