So they'll have to avoid games based on what people say about them, and nobody will be able to hide behind the excuse of "but it's still in Early Access, maaaan."
Steam's refund system is really good. I say get rid of Early Access and let every game stand on an absolutely equal footing, with no excuses anywhere in sight, for anybody. No privileged "oooh, but you don't get to judge this game yet" roped-off section for people to play shell-games with.
Start selling your game any time you want, in any state you want. But beware the wrath of the consumer. That's fair.
EDIT: I realize this could seemingly contradict another comment I just made, where I defended the Early Access program, as a vital means of securing funds for independent developers. To be clear, I think that the function of Early Access should essentially remain, but not be labeled, in any default way.
I think all the games should be on the store, all the time, any time. And it should be up to each developer to make their case, on their own, as to why the customer should be willing to spend money on their product.