Go for Multi-play only, as to be expected.
Graphics are good, but I find CoD's to be better. Also MW2's spec ops co-op outshines BF3's co-op to me.
Where BF3 stands out is what everyone that knows the series expect it to be. Great online multiplay, destructable scenery, and operating vehicles. Plus no annoying cheesy kill streaks.
Between BF & CoD I wouldn't say one is better than the other, they both have their own qualities. Haven't played this game a whole lot to unlock features and such, but for now I wouldn't give it any lower than an 8 or any higher than a 9. It's worth the purchase IF you love FPS multiplaying, and with this game it's to be expected.