I still don't think its fair to say Battlefield rips off anything (to be fair, it can't rip off its own previous product
). The idea isn't to make a complete total new game, they are a series. No matter what they will always feel somewhat similar. To me Bf3 is what the game industry needs, to break the COD craze. BC2 didn't feel right, Bf3 really does. COD and Bf3 are totally opposite games. The game types, style, aesthetics etc. are nothing alike.
In my opinion honestly just can't see COD ever making a real super original game anymore, unless they slow it down a bit and start taking things in a new direction. I know that is a drastic assumption but they don't seem to acknowledge that they keep releasing the exact same thing. MW3 really isn't being accepted to well from what I've seen lately. Much can be said about Bf3, but in a way that is part of commercialization. Its just a matter of how exactly a company approaches a series of games and how they differ, I personally think BF3 is a gem in comparison to what else is out there, and I'm sure others disagree
But thats okay, because taste differs of course.
But it seems really no matter what people won't be happy. If a game is to similar to the previous ones then people complain, and if it is to different people complain.