The Nvidia GT440 is a bit outdated. Price is about 65€. It will be the first item you'll have to replace. With the 440 you are below minimum requirements for BF3. You might be able to play on lowest settings, but you will have no reserves for the future. My current video card is about 3 years now, but still faster than the 440. Considering that this will be a new PC and an investment in the future, the video card needs an upgrade.
The shop is also calculating the wattage. The 440 is only using about 56W. The required PSU for the complete system is about 430W. Your problem will be to find a videocard with such low consumption once you plan to replace it.
If you upgrade to a 550, you would also need at least a 480W PSU. That would be +90€ for the videocard and +10€ for a different PSU. Considering that the shop wants to sell what he got in stock, the shop owner won't like this. (You can test his reaction and proposed price)
The Radeon 6670 is as fast as the Nvidia GTX 550 but doesn't need a better PSU. 430W would be enough. It is also as cheap as the Nvidia 440. So, I'd buy a Radeon 6670. Considering that you buy an ATI processor anyway, I don't see the need for expensive but outdated Nvidia hardware.
Edit:// The suggested Radeon 6970 is about 300€. I guess that is not really an option.