The whole point of the theory is there is a correspondence between a 'no-arbitrage argument' and calculating an expectation under the 'risk-free' measure. The mathematical operation of expectation E is only a tool. This link between no-arbitrage and martingale theory is called the 'Fundamental Theorem of Asset Pricing'.
There is a nice (basic) explanation of this idea in the book by Baxter and Rennie "Financial Calculus" where they compare the 'expected value' approach of a bookmaker and the 'no-arbitrage' approach.
For a more advanced explanation, you can have a look at the book by Delbaen and Schachermayer (2006).