Steam is what is making gaming on the PC a good thing!
It wasn't already enough for Games for Windows Live to even exist, now another thing to clog up memory, disk space, CPU cycles, possible incompatibility, etc, and one more password to remember.
I'm all for competition, but wouldn't it make more sense for them to all work together and make Steam a better platform ? That would benefit everybody. Steam carries all developers, and the PC gaming industry would come out stronger.
It's like cash dispensers in my country; banks all came together and formed a company to manage all cash dispensers nationwide and you can also do all sorts of things like pay your bills, your taxes, buy train tickets, concert tickets, put money on your pre-paid cell phone, etc.
All in all, I don't want this EA system. I'm bothered enough already with the few games that use both Steam and GFWL to even consider this.