that out of the way, throwing in with Steam would be a monumental business mistake and I'm not sure how it could be construed as sensible. In doing so, they'd willingly cede control and substantial revenue in the very two cases where there's clearly no reason to—people will STILL buy BF3 and TOR, just as people still bought HL2 and CS:S in 2004.
Throwing in with Steam would primarily benefit Valve and those who like having Steam as their single game-platform, but certainly not EA and especially not long-term. That said, they should
improve their client as quickly as possible if they want to be a viable competitor for publishing other titles; e.g. the BF3 server browser is a prime candidate for an embedded overlay and it's a shame they haven't implemented that and sidestepped the current Internet nerd-rage over it.