Hm, I wonder how this will look in a year or so, competitionwise between Steam and Origin..
This is where EA can try and really push the social side of their service and make it a lot of things Steam is not or trying to be. They could do things like open up their chat to be added to pidgin under a standard protocol, auto post to fb/google+/myspace????, forum signatures, mimic some of the social sites with features they offer connecting users to each other or notifications. They are already handling the game launcher, BattleLog, in a manner that others are not.
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It's not a question of "if", it's a question of "when".