Steam needs a competitor. A competitor that treats customers well, offer what Steam does not(or offer what Steam offers, but better), be unobtrusive, and give good reasons to add yet another program to your PC. It also needs goodwill and trust.
EA is not the one who's up to the challenge for that. They have a history of not giving two craps about their customers, Origin offers nothing interesting compared to Steam, gives no good reason to install, and as far as goodwill and trust go, well I don't think I need to explain that.
There's also the fact that their prices are more expensive then Steam in certain areas of the world. Particularly Europe. And their sales are just laughable.
Yeah, EA will not be the one to "challenge" Steam.