Well, i've been playing Battlefield 3 for maybe four or so days now, and I gotta say I actually like the interface.
The idea of finding servers through a website rather than in a server browser through the game is...different, but considering that I'm usually listening to music, chatting with people in my web browser, it lets me decide WHEN I want to play rather than having the game open and having to wait some 5 minutes to pick the right server to join. It's not necessarily better than in-game server browsers (same functionality after all) but it definitely cuts down on resources, and more importantly (to me), lets my PC cool down after leaving a server (I've just lost a laptop from overheating, it's very important to me).
Also, seeing your 'Battlelog' via a web page is honestly somewhat exciting; I can show friends how well (or poorly, though who'd do that?) I did during a certain match and my current progress in-game.
It's...different, the way Origin decided to display BF3 (or maybe it's DICE's doing, I don't know the details), but I like it. In a way, it reminds me of picking the Dossier files for Goldeneye 007 N64, which brings back SO many memories.
It's definately less shitty than I first anticipated. I love being able to easily check the forums/my stats while I'm looking for servers. Plus being able to see what server your friends are on without having the game open is great too.