Doesn't Valve make about 30% from the sales of other people's games through Steam (or thereabouts?)
I dont necessarily think it's 'greedy' of EA to want to try and circumvent that payment through their own platform, even if said platform is a bag of crap, that I don't want.
That said, EA don't generally make games that I'm interesting in buying, so it isn't much of an issue for me.
But the trick with Origin is that EA takes 100% of the sale for EA games. Given how many "other games" on Origin I would call it "greedy" but the reason is clearly money.
Blizzard also has a platform where they sell Blizzard games but they don't pretend to be anything but a store front for Blizzard games. Maybe this is what EA needs to do instead of trying market it like they aren't.