DICE's Battlefield is a franchise of the strongest multiplayer pedigree. With Bad Company, the company has decided to supplement this core competency with a single-player campaign, with a different moral view than most combat games.
As with so many innovations in games, films got there first, and Bad Company owes much of its inspiration to Kelly's Heroes and Three Kings. Just as in those films, greed serves as the initial motivation for the disillusioned protagonists of Bad Company to disobey orders and cause havoc. Although DICE refused to be drawn on how this plot develops, if the much-emphasised similarities with Three Kings go deeper, we can speculate that this greed will be the instigator for a story that may get complicated by other more moral issues.