The consumers don't get to decide whether to play EA games on steam. Sony is protecting their turf, and in my opinion, they are doing a favor for gamers overall unless they start letting publishers other than EA come through the door with their own subscription services. "Letting the gamers choose" is what gave us tons of microstransactions, increased proliferation of 'free-to-play', and the gift of online gaming being locked behind a paywall. What 'consumer choice' eventually gave us is NO choice in that you cannot play online without paying either Microsoft or Sony.
It's all about 'choice' now until several developers decide to start locking stuff behind subscription paywalls and there is no longer any choice, but we've essentially moved from into the 'subscription' model that publishers are so eager for us to move into. They don't necessarily even have to lock the online play behind the paywall. They could easily create subscription only maps or premium weapons, behind that subscription service, which would make it hard to compete with your normal weapons. So in essence, this could easily devolve into a worse version of free to play, which would be essentially pay to win... because you'd still have to pay for the game, but you need the extras the subscription gives you to be competitive.