Personally I'd rather have BF3's current system of playing games in the actual game.  During alpha when you clicked "play" it would launch your browser to BF3's "BattleLog", it was well made and everything but I'd rather just use an in-game quick match finder instead.
This is such a good anti-piracy method though.  This requires you to be signed in to EA, it's not a web page on your computer, it's on their site.