I want Battlefield 3, I want it really badly and if I could I'd buy a PC just to play it.
Buuuuuuuuut I seriously wish EA would consider an approach that amounts to more than two meatheads duking it out for King of the Hill status. Call of Duty has a scary amount of fan loyalty and billions of dollars of marketing probably won't stop that. Maybe Call of Duty will eventually alienate its own fanbase, who knows? But screaming "buy this, not that!" is, in my opinion, a terrible way to market something.