Okay, gave up on battlelog and went and just played it for it. I'm not seeing the lure at present. I feel as though all I do is run forever and die to do it all over again.
Hahaha, yeah it's like that for a little while. In retrospect I'd advise you beat the campaign on Normal and then do the Co-Op missions. Once that's done you should enter MP with a better skill level. I did the reverse and got poorly treated to say the least haha.
After about 3 days of it I am very competent in the few roles I play. When you go MP pick one class and stick with it until you're getting a positive K/D rating. For example my accuracy has risen to 31% with the sniper and my K/D is now 1.05, considering how much of an improvement that is I am happy!
The game is very unforgiving to new people, but highly rewarding to experienced players.
PS: avoid Helicopters and Planes until you learn them.....