During an investor conference, EA CEO John Riccitiello used this words to refer to what he expects from the game

"I think [Battlefield: Bad Company 2] has every right to see itself as a rival to the number one FPS game that one of our competitors is releasing next week."

I don't think we have to tell you what game is releasing next week, but in case you're living under a rock, the game Riccitiello is referring is very likely Modern Warfare 2.

We don't expect the game to match MW2 in sales, or even come close, but we don't know about quality. If Riccitiello is confident, he definitely knows Bad Company 2 won't be "just another FPS". PS3 owners will have the chance to verify his statement when the beta starts next week