Battlelog isn't godawful or anything, it has basically everything that the BC2 browser did. That being said its still launching a game through the web browser which feels like adding an extra (unnecessary) step to getting into the game itself. It requires installation of two plugins which I'm not a fan of either, I don't want EA/Valve/whoever having any form of plugin in my web browser as they cannot be trusted. It's also married to the EA backend which is very problematic considering EAs limited support for many of their online titles and goes against their claimed support for platform agnostic solutions. Implementation left a lot to be desired in alpha too - launching BF3 via Origin launched Battlelog which launched Origin again when you chose a server. You couldn't even run BF3.exe standalone as people claim is possible with Origin, hopefully that's just an alpha limitation but answers like the above make me a bit weary.
It may or may not be a deal breaker for a lot of people but I suspect a fair number of people still want their in-game server browsers on the PC which is this titles lead SKU. They would do well to heed that.