EA certainly hopes you're right about that Talkar, but I think there's a number of reasons why it's going to be a lot harder for EA.
For one they're a classic US megacorp. Which means they don't see themselves as a service, they see themselves as a revenue stream. Of course, smarter business people would see the two as one and the same, but EA believes that less effort for more profit is "efficient".
I think that's also exemplified in DeMartinis speech about sales. They aren't a service, they're "inefficient".
Steam on the other hand, has delivered stuff like the Source Movie Maker, and Alien Swarm, neither of which are monetized, which is really just an expense costing them bandwidth. However, it's the kind of thing, which along with extensive post-release support, earns them good faith with their customers, and that's money in the bank.
Secondly, the team they have running Origin obviously aren't very proficient when it comes to design. They've had the better part of a decade to check Steam out, and they couldn't even deliver the same standard.
Lastly, I think they're going to have a harder time catching up, because EAs only interface with their users is through focus groups or similarly impersonal feedback. It might leave you with a lot of metrics and statistics, but it won't leave you with an understanding of your base, and that's what you need to get ahead of them.
Which is ultimately why I see these kinds of companies as bad business, beyond any consideration of "Good" or "Evil". The businessman who takes a hands on approach (no matter how expensive his suit is) and bothers to know where his customers are at, is going to be far better at reaching them 9 times out of 10.