I'm game for whatever (OMGpacov if you want to add me). That said, I don't think you can just setup your own server.
http://forums.electronicarts.co.uk/battlefield-3-pc/1419188-first-look-bf3-pc-game-servers.html
The game server machines themselves will be run by a number of Ranked Server Provider (RSP) companies. We do not allow other companies to run game servers, or for other people to run game servers from home.
We try to strike a balance where there are game servers available across the globe, while still keeping the number of RSPs at a level where we can offer reasonable support to each individual company. Since we prefer to work with larger hosting companies, and we focus on countries where we have a larger player base, there will not be game servers available in every country on the planet.
The list of RSPs which will run BF3 game servers at launch is not ready yet. Once it is, we will publilalalala wide
So it sounds like you have pay someone for a server even if you have the hardware - maybe I'm wrong...