It would make sense, EAD (EA Downloader) has been not much of a store. In fact it may have done more harm than good.
They first really tried to market BF2142 content on the service, but ultimately it may have killed the game. People who were heavily invested in the game got the new content on EAD, while new players logged in to find that every server required you to have the expansion packs to play on most servers (the populated ones).
Easier access to the content would have solved a lot of problems. EAD wasn't very much of a service, I am not sure how it's changed in the last couple of years, but at the time I used it, it was about as intuitive as getting a horse to trot backwards.
Steam may just provide that service for these smaller content releases. God knows they've come a long way since they started. It's the first real service I have used and felt like I was getting an actual product. Perhaps that speaks more to the content of the service than the service itself.