it seems that companies are realizing that to create an online store front client with all the feature, that are already in steam, is a big task, and costs a lot of money. every now and then there's a company who tries, to some degree of success.
now that EA decided to go back to steam, i think it shows that it's not that easy as they thought, or they just decided that it's not worth the hassle/inverstment/constant support.
one thing i do recognize though - every time there's a big company attempt to separate themselves from the steam echo system, valve steps up the game, and begins to improve the QOL of the store, and pays more attention to what needs to be fixed/improved. if this is the result, then i suggest to create an online aggregator of steam dissatisfaction, which will see how many people aren't happy with steam, and when it reaches a certain threshold, it'll make one of the big companies to part ways with steam, and make them create an independent store front for them