@SithLibrarian: , @SeriouslyNow:
I'm surprised no one else has really mentioned that the store being called "Origin" is a reference to Origin Systems. It's what I thought of when I read this piece of news.
Like I said in a thread about this earlier, if I have one physical shelf for games regardless of publisher, I want one virtual shelf for all my digital games. I do not want several publishers trying to divide up my collection into different accounts with different passwords diluting the potential permanence of my collection.
I totally get why you want one virtual shelf. I gave up on that and just went to wherever the games were. Outside of Steam I have purchased digitally from Blizzard, Good Old Games, and directly from quite a few smaller developers.
EA titles on Steam don't have things like cloud saves, join session, or steam achievements. So because of that I've got no problem buying via Origin. I won't be missing out on anything in my preferred virtual store.