I can't believe people are discussing the BF3 single-player campaign. It's basically designed to be a tutorial for multiplayer and to give EA something to print on the back of the box for consumers who "demand" a campaign mode. I, and most of my friends, have over 200 hours in BF3 and none of us have ever touched the campaign mode past the first level. However, we did finish the co-op campaign in order to unlock some weapons.
Criticizing BF3's single player campaign is like criticizing Dead Space 2 because you did not enjoy its shitty multiplayer. No one plays DS2 for shitty multiplayer, and no one plays BF3 for its campaign. Those modes are there to serve a marketing purpose (deliver a "full" product), and in the case of DS2, maybe to extend the life of the game. But in reality, no one gives a damn about those game modes. They aren't the reason people play those games.
Criticizing BF3 for its campaign...for most people who actually play BF3, I would think that the campaign is the furthest thing from their mind. No one gives enough of a shit about it to discuss it at all, to complain about it or otherwise.
But moving on, BF3 does have some hit detection issues on console, but the issues aren't that bad, and on PC the "network smoothing" option has greatly helped things.
Back on topic, DICE is right. People do care about spectacles. BF3's multiplayer is full of spectacle. Planes crashing, choppers crashing, buildings being blown to pieces, etc. Those pieces of spectacle are what make the game different from many, many different games, and their technology allows them to make the game different. The thing about BF3 though is that the spectacle is tied to actual gameplay changes. That's what makes it great. I never really got into Call of Duty multiplayer. I still play the campaigns, because I do have high expectations of "spectacle" and fun from CoD campaigns, but then I immediately trade in the games because the multiplayer is so limited. People can camp behind walls and it just makes the game seem silly. In BF3, I can blow the wall and the guy camping behind it to pieces. The technology has changed gameplay (compared to CoD) and it has added some spectacle (destruction) that was not available in most other games. So, yea, the technology has to evolve, and the spectacle comes with that. Hell, much of BF3's multiplayer is built around the spectacle of things blowing up (buildings, walls, vechicles, aircraft, etc) along with a great leveling system and multiplayer design. ...BF3 represents an evolution of technology...while CoD is an example of a "stagnant" franchise so far as the technology goes. They make a few game engine changes every now and then, but basically, CoD multiplayer engines are essentially the same other than a few lighting effects from game to game.