You are misinterpreting the relationship between revenue and product quality.
If sales drop by 10% in 2013 (which would take a LOT of consumers stepping away from NCAA considering the rate of growth of overall console owners on a YoY basis) then you believe that EA will "start to care" about product quality.
This would be contrary to everything we've seen in the past. In the past, what we've seen is that the real change that is made when revenue falls is to CUT BUDGET. A reduced budget on an already strained team results in even lower product quality.
If the trend of lower sales continues for multiple years and margins are not met, then ultimately the product gets canned because only a suicidal company would double down on investment into a failing product that is not considered "critical" to the bottom line anyways.
If you don't believe me, then look at EA's NCAA Basketball, Triple Play, the entire PC platform of sports games from EA, and NFL Head Coach.
Do you believe the product quality has gone up in any of the above due to consumers not stepping up to the cash registers?
Fortunately, for some, there's just no way that sales are going to drop at any kind of substantial rate because console adoption is still on the rise for this generation of consoles and that means a broader consumer base to purchase the game.