Origin has always been EA's PC launcher/Client. It sucks. But for gamepass it makes you use a new app called EA Desktop app.
No one is using Gamepass PC to the extent Microsoft wants. Hence them relaunching a campaign for it. But this news about developers 12% for being on their store, says there's not enough games on Windows store.
Why this matters for the future of gamepass is, when you make a deal for a game like Outriders, or MLB the show or whatever, you want that game available for XBox console and PC. Only way to offer it for both is if you have the content coming from Microsofts servers. WHich means the developer/Publisher of said third party game needs to make a Windows Store version.
Windows store version of a game is not the same version as a steam version.