I think they're pulling out their hair... at least a bit. The poor player reception of DA2 and the ending of ME3 has left a sizeable chunk of the core base of Bioware in questionable standing in terms of whether or not they will buy/pre-order the game. A very large part of greenlights on future games is based upon both pre-order numbers and pure sale numbers (which is why companies try to push pre-orders so much nowadays).
I think because of DA2 and the debacle over ME3, that the number of pre-orders, if nothing else, is going to be significantly smaller than the pre-orders for DA2 or DA1. Additionally, I think the overall day one sales will likely also be lower for the same reasons. Many people within the core base are shaken in their faith that Bioware is still the monolith of CRPG excellence that they once were, and that's been showing more and more over the past few years, especially after the release of DA2 and even more-so now after the whole ME3 kerfuffle.
Overall, if DA3 doesn't sell well, I can see EA coming in and deciding that enough is enough with Bioware's independence and essentially do to them what they did to Mythic or Origin Systems, and Bioware will only exist in name only (if that), with its past magic and excellence gone. This isn't something that anyone wants to see happen, so if I were working on DA3, I would certainly feel under pressure.