Honestly since around Bad Company 2 when they started instating tons of microtransactions I haven't really known EA to be the most consumer-friendly. I'm sure the decision's motivated by reducing overhead from sales but with their history with customers in mind I'm not awfully sympathetic.
I've not really used Origin because it's a waste when Steam delivers more in a less obnoxious software, in my mind at least they should be offering on both platforms to more gradually try to switch people over instead of their current strategy of using "you have to use it to play our gamez!!1", it's not great at building customer appeal and the only reason it *might* work is if they make Origin into software with intrinsic value.