They are trying to copy Steam... but it is bad to have a monopolist on the market.
They are stealing users data - and that is VERY BAD.
They are analyzing the data - it is even worse.
They are supporting DRM... sorry but I am not going to buy their products if I'm paying for the DRM instead of the game.
EA, I appreciate the effort your marketing team is making but as a customer, I DO NOT need another digital distribution platform! IT'S EXTREMELY inconvenient! Please bring your products back to steam! I'm more than likely not to purchase your games otherwise!