Also, BF3 is an opportunity for EA to tout its new Origin online service, which is a pretty blatant attempt to compete with Valve's Steam service.
There are also parallels between Battlelog and Call of Duty Elite. Both are game-centric social networks, with features such as clan organization and stat tracking. There's even Battlefield Premium, which is like Call of Duty Elite Premium.
The Close Quarters DLC seems like it is really taking the fight up close to Modern Warfare 3, since the Battlefield series usually focuses on very large maps and long range warfare, as opposed to the Call of Duty series, which focuses on smaller maps. The Close Quarters DLC, as the name suggests, focuses on indoor fights in tightly packed places.
What Could Have Been: Very early rumored reports for 3 had 40-on-40 player teams, used the Bad Company engine, actual character customization (like choosing camo patterns and helmet types), and bringing back pilotable large naval vessels (only present in 1942). Some content like unique paint jobs for firearms and new camo suits have been added, though only for Premium members.