I do not care about loyalty. Steam, Origin, whatever. There are terms of service and they should clear. Currently EA's EULA is not acceptable. There are tons of games on Steam (were damn cheap during Summer Camp Sale or Autumn Sale) so this is not the end of the world. I will surely miss BF3, ME3 and DA2 which I planned to buy on Steam. I care about my privacy and will not buy any of future EA games, which requires Origin to play.
BTW... As far as I know EA requires now 4 programs (software items) in order to play BF3: Origin, BF3 executable, Browser, Browser Add-On. I count the add-on as separate item, since it's dedicated stuff running all the time in browser. It is strange requirement to install add-on to play a game. BF3 is not a game in browser anyway, so why do I need this add-on running all the time when I do not play?
For now... I stick to Steam.