I'll just go ahead and paste here what I had to say about it over in the Xbox section:
I'm seeing a lot of "follow the leader" crap in these trailers. It's like a better copy of COD or Homefront, where you don't get to ever actually do anything yourself. For example, the main characters in these games apparently never learned the complicated mechanical movements of twisting their wrist to the left, in order to operate a door nob. It looks like yet another crap military shooter where you just wait for your team mates to do everything for you, and you just follow them.
Bad Company 1 had a fantastic single-player campaign where you personally did a lot of the stuff that was required. Your team was just around to provide comedic banter, share the incoming bullets with, and rescue you when you got in trouble. Bad Company 2 shifted far more toward the COD4 design of "linear follow the leader", though it still rested kind of in the middle with large open maps and occasionally varying paths. This is looking to be full-bore "If you aren't on your mark, you're going to die. Do what we tell you and nothing else.", to match the modern COD titles. Count me extremely disappointed. Yes, it's more cinematic, but this style of play is anything but fun.
While I played through the excellent Bad Company 1 campaign three times in rapid succession, Bad Company 2's campaign was burned through as quickly as possible and then promptly forgotten, just as COD4 and MW2's. Thankfully, Bad Company 2 followed Bad Company's excellent multiplayer model, providing me hours upon hours of amazing audio, constantly changing battlefield tactics, and fantastically destructible environments. If Bad Company 3, uh, Battlefield 3 gives me that again, then I will be a happy man.
Anyone getting their panties wet over these trailers though, and what it shows of single player? I'd have to wonder what is wrong with you that would lead you to want that style of game play. Are there those among you that are so proud of your lack of imagination that you need your hand held through the entirety of the game? Wait. Dumb question. Look at the COD sales figures of Modern Warfare and newer and I guess I get that answer real quick, don't I?