It would be strange to say that Dice has done it again, as they’ve never really done it before. That is to say, they’ve certainly had successful products release, but so far none that have approached the level of hype/praise and sheer numbers as Battlefield: Bad Company 2.
EA announced via their twitter feed that the demo for BFBC2 has been downloaded 3.5 million times for 360 and PS3, so not counting the PC preorder beta (which has a significant amount of active players). To put things in perspective: Battlefield 1942 sold 3 million copies after three years on the market and Battlefield 2 sold 2.5 million copies after two years on the market. So while the argument could be made that the beta is free and therefore the numbers will inflate, this is certainly not a bad sign.