Bit early to be discounting this deep on such a popular title. Not the only thing of interest on the list, Crysis2 at £7.49 looks good..
Thing is with BF:3 the price is good but it's not 50% when you hhink about it. I paid £34.99 for BF:3 and that was with Back to Karkand. In this sale BF:3 will cost £19.99 and Karkand will cost another £5.99. There is some bad maths But still £10 cheaper is still £10... So may be the cuts are not so deep