A lot can/has to be said for art direction. Like Crysis2, even though it's running on DX9, I think it looks wonderful (though not as good as it could) due to the art direction. Kinda like Resident Evil 4. Sure, it's a Gamecube game, but when it came out it trumped nearly everything out at the time due to the way everything was implemented.
Remember that DICE has gone on the record and stated the BF3 is a pc game first, console second. They seem to be pretty good about this stuff, so it might be worth giving them the benefit of the doubt.