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While other retailers will hand out early access to Battlefield 3 DLC, Origin's pre-order bonus for Battlefield 3 is early access to ... Battlefield 3.
If you buy the PC version of the game through EA's new store -- on any platform, as far as we can tell -- you'll get early access to the Battlefield 3 open beta "when it goes live in September 2011."

You'll also get the Back to Karkand DLC, two exclusive items for Battlefield Play4Free, and, if you buy the PC download version, the Physical Warfare Pack. So you basically get the stuff the other retailers offer in addition to the beta. EA is making a pretty good bribe argument in favor of its new shop, here.