The problem I've found with BF3 (which is why I play BF2), and presumably BF4, is EA is so proud of the engine they spend all day making these really dark / light (huge contrasts) maps, to show off their awesome lighting engine and stuff.... but I hate playing that kind of shit.
The other issue I had with BF3 was the world wasnt as interactive as in BF2, so it felt like a mixture between realism and arcade -- a mix between BF2 and COD, and if you do that, COD will win everytime in the arcade-style shooter.
I hope BF4 goes back to BF2's style of play with fully interactive and destrucable maps, with BF3's graphics and engine (only better).
I've shelved COD for the last XXX months, got tired of the millions of crappy respawn points and stuff. Been heavy in BF2 lately.... so I've got high hopes for BF4.