I've found the first, and most important, step for any team or organisation to eliminate concerns with NFRs, "tech debt", and whatever else it may be called, is to stop giving it a name.

I'm being completely serious. By giving it some kind of distinct name, you are giving license to it being ring-fenced and de-prioritised by someone who doesn't (but, arguably, probably should) know better.

Quality matters. It hits your P&L very quickly and very hard if you don't maintain it. So it is as important as any other factor.