EA has been vocal about its intentions to dethrone Call of Duty as the FPS king with Battlefield 3, and it's sounding more plausible with this news.
The company's latest financial report states it's currently seeing 700% or seven times more pre-orders than it did for Battlefield: Bad Company 2 in 2010, the latter of which has sold over seven million copies to date.
Battlefield 3 is a more PC-centric title than its little brother, so we expect a good many of those orders are for the game's main platform. From what we've seen, many fans are still waiting to pre-order through their preferred shop (Steam, Impulse, etc.), so the figure should increase quite a bit once it hits more outlets.