To tell you the truth, I was not impressed at all really. While there is no doubt it looks good, it just doesn't look like anything I haven't already seen from the franchise. Even worse, it looked very similar to Modern Warfare 2. While I was really impressed with the gameplay trailers of Black Ops, MW3 seems to be the opposite.
In sales, we all know it will be ahead of the competition. That's a given. But as far as an actual gameplay and technical work standpoint; I think Battlefield 3 will blow it away.