I also doubt that EA is likely to sink their own game. I can't say for certain, but I suspect that EA has a better grasp on their subscriber numbers than Tyr.
Well, who knows....
I mean, let's look at the issue from a different perspective that goes beyond Ultima Online, shall we ?
Personally, when I look at games I want to play, particularly if they are online multiplayer, besides the game itself and its contents, I also look at who is making it and who is publishing it.
Now, say that for example I do not like playing games where other players can cheat, when I look around for games to play I will also try to inform myself before spending my money of how previous games from that publisher have been handled in regards to the issues that I am concerned about.
I can well see a game that looks great and has great and appealing content but if that game I fear will have room for players cheating or exploiting in it I might well stay away from it no matter how much I'd want to play it. Especially, if it is a game with PvP content. There is nothing more that I hate than playing player versus player in a multiplayer game against others who use cheats as an advantage.
What I am trying to say, is that perhaps stopping cheating in UO may be important not just for UO itself but also for future sales of other games.
Personally, for example, I am looking at UO as a test bed for my future purchases since I really do not enjoy playing games with other players cheating in the game I play and should UO not see cheating addressed, I would probably look elsewhere for my future game purchases.
Maybe I am wrong in my thinking, but I think that perhaps having a good reputation can help in sales, sometimes, and therefore make it worth it a hard fight against cheating regardless and beyond the game that is interested by that fight.
Just a thought.....