We knew the gameplay trailers were going to reel gamers in. But we weren’t expecting the BF3 demo line to mutate into a six-hour-long millipede. We couldn’t understand how attendees could fester that long in one place. Maybe there’s a fantasy element to it—after all, the visual fidelity on display in the maxed-out PC version probably won’t be achievable on most commoners’ rigs, let alone consoles, so why not flirt with the unattainable, even if there’s an epic wait? More importantly, a large contingent of shooter fans want to see COD get dethroned. Maybe BF3 is the beginning of the end for Activision's cash cow.