Comparing BF3 to AH2 is not a valid analysis... Who will be suffering EA's indignities 10 years from now, paying subscriptions month after month to continue enjoying it?
Most won't even bother with the DLC (which should have been part of the game from the start -- more bad business ploys on EA's part), even, let alone pay $30 a month for years, then $15 a month for more years.
I am also a long-time PC gamer and FPS gamer. I have played in most of the major FPS games you can list (but not all) and rather heavily at times. I can also say that BF3 is coming across (the entire system, requiring Origin just to run it, launching through web browsers, having the interface of a console game) as junk.
Fun junk, but not worth the headaches, hassles, and limitations imposed upon those that would play it.
P.S. Saying console gaming is the future is myopic at best. PC gaming keeps console games in business. PC hardware pushes limits and furthers technology and software. Consoles do not. Don't compare console gaming on BF series with PC gaming on BF series. They are night and day different, from the ground up and from the player base/community up.
P.P.S. If you're getting BF3 on a console and only play them on consoles, you don't have the PC background or PC gaming experience to notice the difference between cheap console ports and native PC games. It's not about the running and jumping and shooting. It's about the entire way the game is laid out. It's not the action it's the function. If you like it on console, fine. If you are a PC gamer you have more scope and capability and PC gaming demands that games use this scope and capability. Inputs, keymapping, level of detail setting, more options both for GPU and CPU. None of these you will be familiar with on a console, but make or break a game on a PC.