I really hate having to install a steam-like garbage store for every developer out there. Impulse, steam, origin, whatever - they all suck.
I'm fine with one of them, but it seems like just to play a stupid game we gotta install these managers from each company. It just sucks up valuable resources that could go towards rendering more frames.
EA store doesn't have to run unlike Steam. You use it to buy a game, and you get the exact content of the DVD media if you had bought it in store. You can then install the game from the downloaded DVD set whenever you want, and you don't have to run the EA store utility in the background. The games run from their normal executable.
Amazon store also works the same way.
It's unlike Steam and Steamworks enabled games which come with their own launchers, patches and online/offline modes.