The (actual) Friends list problem

5 years since the EA app betas, and the main problems with the friends list has still not been rectified. 
I'm not here to bash on EA or anything, just asking a question regarding actual functionality that is present in every competing launcher on PC.

Why is the friends list limited to 99 friends? - Most other launchers supports at least 400 friends, and I had around 200 friends on Origin.

Why does the right click not do anything, no drop down menu or anything? Every other PC launcher has this option. Even Origin had it, so why can't EA app manage friends the same way?
Consoles also has the option to manage friends and game lobbies through the friends list.

This is the Steam drop down menu. While in a game lobby, you also have the option to invite friends through this menu, or when friends are in an open game lobby, you can join through this menu.

Same thing, but in League of Legends. The option to join game lobbies is not in the right click menu, but rather behind the friends' names, as a separate button. Like Origin had.

Here is Ubisoft's version. The join/invite option becomes visible when a you or a friend plays a game that both owns. Side note: Ubisoft's client looks almost identical to the EA app.

And lastly, here is Activision-Blizzard's Battle.net client. 
Like with the others, the option to join/invite becomes available when you or your friends are in a game lobby.

Why is this functionality so hard to implement?