I have a few games that use the Steam->Ubistoft Launcher, and that works perfectly
If EA were to adopt that, then cool. If they drop Steam Support in favor of forcing Origin on top of dropping physical copies, then they suck.
Although, to be 100% honest here, I think all companies should start scaling back how many physical copies of anything they put out. (Excluding Consoles from this. I am purely talking PC titles.)