I'm not sure I understand the "choice" argument. To me, it seems like another moment for EA to screw the ease of use for the consumer just so that they can have their piece of the pie. It's like Origin all over again. Origin is not a choice, it is a mandate. Do you want to play Battlefield 4? You must use Origin. If there were choice in the matter, I would also be able to purchase under Steam or Uplay, and use it through those systems, without needing the Origin client.
If there were a choice with this, EA would also put some of these games on PS+, which I don't think they will (and vice versa you should see Sony and others' games in this access thing). They put Dead Space 3 on PS+ just this past month, which was nice, but this sets a precedent for them to not include it with my existing service. It's the problem you see with cable companies right now, where if you want to watch Dodgers games or even entire major channels, you can only see them with one of the carriers. This is not choice. It is hording, and creating an environment where customers get less value and have to double dip in order to get their content.
tl;dr: I'm all for multiple services, but they must all have the same or mostly equivalent offerings in terms of content. How they should sway are the extra perks to that service that are either an added feature, or an enhanced way of experiencing that content.