Doesn't bother me, I could never get my head round Battlefield 2 MP and managed to get stuck on SP even on easy (keep getting killed where you have to defend a landed satellite when troops come at you from all sides).
It's also extremely rare I will pay £40 for a game, I wanted Starcraft II but wouldn't pay full price on principle. In the past I've paid full price for games only to find them useless, which equates to money wasted.
Steam were subtle in their almost takeover of the PC gaming scene but they have given bargains and supply some class games whereas it seems EA are being clumsy, crass and crude in their way of trading.
Battlefield 3 will sell cos it's a good game and people want it so they will buy it and that includes you V_R, don't kid yourself
But some, like myself, will abstain and I really hope EA fall flat on their face.
I've never liked EA but will reluctantly admit Steam are OK. Why reluctantly? Support. Neither supplier is any good but Steam do at least give an automated service whereas EA's (Origin's) support is non-existent.
EA can take BF3 and shove it.