I think the usage of said rights is far different than what people make it out to be. Just as when Google collects information on what websites you visit, and what products you search when you visit those websites. Google AdSense will then display advertisements based around that collected information. For instance I bought a power supply, and later that same day it was advertised by AdSense to me on every webpage I visited.
I don't think Origin will be much different. Origin sounds like Steam in all way shape and form. Just as games like Empire Total War are entirely reliant on Steam to run, so too won't future titles from EA, but that does not mean that Origin will be strictly limited to just EA products, I'm sure, like Steam, Origin will sell games from a wide range of publishers.
The idea is that they collect information about the software on your computer, the websites you visit, and then sift through them to find out which services and products involving gaming appeal to you most. So say I had then entire Battlefield franchise (except for 3) installed on my PC. Well then when I open Origin, I might expect it to display Battlefield 3 advertisements to get my attention to buy that game, because it thinks I have interest in that series.