This isn't really a market that benefits from competition doing anything less than the same the same thing, though. Steam is acting as more of a dumb distributor than a publisher, and are an established player. All Ubisoft and EA have is their own titles. They're not going to attract indie players, and they're not going to attract other publishers' work if all they're trying to do is utilize their titles to garner users. In other words, they're not currently trying to be the next Steam, they just want to take a bite out of Steam.

If either of those companies wants to make a real effort at getting a distribution platform off the ground by competing with Steam on the developer side and the pricing side, then that's competition I'm willing to see. As it stands, they're simply trying to leverage their developers' work into membership.