Mass Effect 3 is currently besting its predecessor in pre-orders, according to EA product manager Will Graham. Mass Effect 3 has "broken the targets set" and is "well ahead" of where Mass Effect 2 was this close to launch, he told MCV. He added that this is the first time a new entry in the franchise will debut on all platforms simultaneously, which just might have something to do with the boosted pre-order numbers (remember, Mass Effect 2 didn't hit PS3 until January 2011, a year after the Xbox and PC versions launched).
Then again, it could be the fact that the Mass Effect 3 marketing campaign has literally reached stratospheric heights. Seriously, that desk lamp you just bought? Check the tag -- it probably came with Mass Effect 3 DLC.