To quote some numbers. "with a further 500k estimated for digital PC sales" (http://www.vgchartz.com/article/88353/battlefield-3-sells-more-than-35m-copies-in-first-week/)
Furthermore there are rumours that it'll be released on Steam. If thats the case then I'll be buying it because I held out because I don't want to use Origin.
Yeah. Lack of Steam probably really hurt them there. Steam is the market leader afterall.