Valve is a business, they aren't your pals. They want to make money too, if they aren't making money they aren't staying open as a business. Being nice to you and giving you deals is part of their money making scheme. Do you know why? Look at the Steam fanboys and you have your answer. "I just use Steam, I won't use anything else, all my games are on Steam".
Yeah, that's what they want. They want you to be loyal dogs to them as competition arises. Once the competition is gone and they're the only game in town, they can treat you however they want, because you have no other choice. Your games on Steam are not your games. If they were you could take them to other platforms if you wanted. Every game on Steam is theirs, they just let you play it.
Loyalty is their most valuable asset, because the deeper you're in with them the less likely you are to leave. Buy a holiday bundle for super cheap, you're only going to play a few of the games anyway but now you'll feel as if you have to get future games from them, at full retail price. You aren't going to buy anything from service B because all your achievements are on Steam. Your friends want to play with you right? Better bring them to Steam too.
EA has the right to give you whatever terms they want for their games. You're free to not play it if the game is bad, the service is bad, or it installs too much junk for you, and there's no one to blame but them, but they still have the right to make that choice and distro their own content how they want.