I think the Premium thing is actually a great idea. It saves you a ton of money.
If you're actually into BF3, you'd be stupid not to buy it. BF3 premium is essentially a DLC Season Pass. You pay $50 and get $75 worth a DLC.
Personally, I'm not that into BF3. I WANT to be. Heck, I want to play right now. For some reason every time I go to play I just don't.