Just like Uplay, Origin is only a proprietary install -- used because it *has* to be used to install the manufacturer's game, nothing more.
Why anyone would think Uplay or Origin are viable as a social, marketing, or otherwise "platform" is naive at best. No one would install them if they didn't have to, some are heartily opposed to it and won't purchase the game if its required.
Steam got there first, got it right, and long ago. Until Steam becomes a greedy monopoly or screws up somewhere bigtime, no one will look elsewhere. As it should be.