I believe if their PR tactics fail,..and the pressure is still there....EA suits will worry about the IP in terms of movies and other spin offs as well as DLC,..etc.
This is as if the original star wars trilogy had a ending that made you go what the?!....That makes no sense and breaking the emotional bond with the Series....If this happen then you would see the Prequels bomb.
The reasons for the star wars prequel trilogy, even with some flaws, brought in the money and fans because of the connection to the original episode 4-6. If that wasn't there the movies would have not made as much money as they did and fans would be less incline to wait in line for midnight showings.