So they reckon BF3 is driving sales of a Billion dollars in upgrades:
http://uk.games.ign.com/articles/120/1200238p2.html
Michael Pachter believes that Battlefield 3 and Modern Warfare 3 will combine for 24 million units sold this year, generating over $1.4 billion in sales. That would account for 15% of all packaged game software sold in the fourth quarter.