What REALLY killed Ultima was the absolute state of Ultima IX. Also released in an unplayable state, the patches rolled in. Finally after about two months, it was playable but as one progressed in the game, incongruities almost immediately popped out. The lore had been changed, sometimes substantially. And this wasn't the worst thing - it became clear after not too long that the game wasn't done at all. This was later admitted by an Origin team member who released the real plot, and later on people attempted to fan-patch the game to make it more like it had been planned originally.
Of course, EA is to blame for all of this, but Garriott shares this blame for allowing them to take too much control away from his organization and okaying the releases before they were ready.
http://hacki.bootstrike.com/english/nitpicks.htm
Hacki's page is still THE internet resource for the pissed off former Ultima fan.