It has absolutely nothing to do with the console wars.
If you have a PC, you can use any launcher, regardless of who has the exclusive. The only way you're locked out of it, is if you lock yourself out because "no steam no buy."
In which case, you have no one to blame but yourself.
The EGL, like any other launcher, will evolve and become more feature complete, exactly like Steam evolved. Competition is *always* good for the customer, and Steam's monopoly over the years has made them complacent, which resulted in many drawbacks, including their sales becoming much less attractive as of late.