The problem with the Windows 10 store unlike Origin\Uplay\Steam\GOG is that not only is it tied to a publisher (since they all are) it is tied to an OS. This means that Microsoft is in a position, similar to Apple, to do stuff that will block competition. This has the possibility of locking down the PC platform which is a bad thing. Windows 10 is not a client you can get installed next to Origin or GOG. It's the literal operating system.