From Destructoid’s review of Battlefield 3:
As well as proving an unnecessary barrier between player and game, Battlelog is simply poorly designed. Its unintuitive system makes a mystery of handling friend requests (you need to manually import your Origin friends, for example, by finding the correct web page) and obscures some very basic settings. It’s also full of useless “explanation pages” that seem to exist only to tell you how great Battlelog is and need to be manually clicked through each time they’re accidentally opened (which is easy to do, since the veritable army of links on every page can take you to all sorts of unforeseen places). Fortunately, there’s a prominant banner for the Battlefield shop on the main page, so if you don’t know how to send friend requests or set up voice chat, you can at least go buy yourself a T-shirt! The Battlelog is a crucial, unavoidable part of the Battlefield 3 experience and it does nothing but get in the way. It’s a weird, proprietary attempt to turn a videogame into Facebook and it’s so forcefully imposed on the player that it chokes everything else. Once in a game, everything’s okay, but the overall experience is constantly hampered by this awkward, shoehorned “service” that nobody asked for.