Yeah, so BF3 will most likely be available from any vendor in the future:

Quote Originally Posted by David DeMartini, Senior Vice President of Global Online
“As it relates to Battlefield and Mass Effect,” says DiMartini, “I think we’re trying to reach as many customers as we possibly can, and we’re trying to give customers as much choice as we possibly can.

“If gamers feel like the feature set of Origin, and Battlefield’s relationship with Origin creates a situation where that’s where they want to purchase and play that game? Then by all means we would encourage that.

“However, if consumers are more interested in purchasing from their favourite retailer, or digitally through other partners,” he continues, “then by all means we would encourage those who earn their business to gain their business.”
http://www.kotaku.com.au/2011/06/the-state-of-origin/