Steam has set the bar for online platforms. Great sales, a huge library and, occasionally, decent customer service. So for services like GoG Galaxy, Uplay and Origin they know they have to raise the bar, or offer services that we simply do not see on Steam. Origin is, since its rocky start a few years back, turning into a pretty decent service with some unique hooks (and good games to boot) to keep players interested.
Aside from boasting Dragon Age, Battlefield and FIFA exclusively on the service they also offer 48 hour free game trials, a no nonsense refund service and, maybe the best of the bunch, is a the occasional free game. These vary in quality, of course, but over the course of my time with Origin I have got Theme Hospital, Red Alert 3, Dragon Age: Inquisition (multiplayer) all for free. I can’t complain about that.