Its pretty evident from the path Battlefiend has gone that they're trying to take on games like Modern Warfare and Halo. Which I don't see why they are doing so. They had developed quite a good reputation as being one of the best online games out there, yet now they're trying to turn their game into a 'Single Player with multiplayer' game. And I feel a lot of people are going to be turned off by that, as most people who played Battlefield 1942-Battlefield 2 played it primarily BECAUSE it was a multiplayer only game.
I could be wrong and this move to incorporate a single player campaign could just add to their sales. But especially for me and all my friends who played Battlefield 1942/Desert Storm/Vietnam/Battlefield 2 religiously, we don't really have any interest in these newer games. Personally, they look like a blatant attempt to be like Modern Warfare, just using the existing Battlefield gameplay. And in the end, I fear the single player will just end up feeling like 'Multiplayer lite' or 'String of planned events and cinematics with a few gameplay objectives'. And this is the exact opposite of what made Battlefield unique and fun....the ability to go anywhere on the map and do anything to win in an environment of up to 64 people.