As much as I agree with the communities disdain for Overwatch 2. Blizzard knocked it out of the park with steam integration. No launcher, just sign into your account and it links them and you have your friends lists available. I hope that blizzard keeps this up and releases more games through steam this way.
But the difference is that blizzard moved from bnet to steam and companies like Ubisoft/ea tend to make steam a launcher launcher. DRG devs (rock and stone!) Build up from nothing with steam so it's easier to convince them to do it. They didn't start with a launcher so making one doesn't make sense.