NEW BUILD! Improvements wanted!

It's because of your GPU. While it's a fine GPU in my opinion, and has a lot of things going for it, it's just not fit to play BF3 on ultra at 1080p. It simply doesn't have the pure muscle necessary to do it. Since you already have an HD 7770, you might try getting a second one and putting them in crossfire. It's not the best setup, but it might be the best option in your case. It should give you roughly GTX 570 performance. Something to think about, anyway. You could also just buy an HD 7870, sell the 7770, and crossfire the 7870 later on. I know it's an inconvenience, but again, just a thought.

Yes, I think Augray has it right. Either crossfire your 7770, or try to sell it. The 7770 is a very efficient GPU in terms of power, but its performance is not great. And the 7770 crossfire setup is not the best; I feel like you might be throwing good money after bad if you got another one. Better to upgrade to a 7850 at least, 7870/7950 preferably. Or alternatively, if you want a less expensive upgrade, the 560 Ti from nvidia is a good BF3 performer. (You could also wait to see what the 660 Ti is like.) But this is all somewhat money-dependent.

Just for the sake of making it unanimous, I don't know who told you you could run ultra BF3 with a 7770, but they were smoking crack, and if they were a member of this forum should be forced to endure a public hanging. If you're still in the 30 day return policy send the video card back and get something with more umph. At bare minimum 7850 or 560 TI. Although ideally, you should go heavier.

Cheers guys. Ive been contemplating upgrading it since i finished my build as it the only thing that seemed cheap out of my build. Going to buy the gtx 670 from overclockers. Just wanted to make sure it was my graphics card  

Indeed it is my friend.   and how.