The problem with Star Wars is that it's a non-gaming franchise that has been whored, poorly, into every medium known to man. There's no umbrella focus on quality, and products are built to sell for no other reason than 'Star Wars'. There are obvious exceptions, like Tie Fighter and KOTOR, but for most part Star Wars is a brand name and not much more.
Mass Effect isn't anywhere near popular enough to crash like Star Wars. There are only three games, the books are cheesey but enjoyable, and the comics are not too offensive. Even at its lows everything in the series contributes quite well to lore and/or character development.
You cant just create 'Mass Effect (game)' and expect it to be a big hit. Not yet. Plus, regardless of how people feel about the decisions they make, BioWare do put a lot of work into their major games. If this is a multiplayer Mass Effect shooter the only way it will sell is if its quality, and if its to be the debut game from their Montreal studio they'll throw huge resources behind it.
Plus, Manveer Heir is from Raven, and Raven are fucking tight with shooters. Having Raven talent on the team, especially one keen on Mass Effect, is a good omen.