It's not that they don't care, it's just that they made the decision at the time of the launch of YES to pass on it. Because of this, cable and D* snapped up all the NY area Yankee fans. Why incentive does Dish have to add YES now when most all of the Yankees fans are with Direct and cable?
That is what I've been writing here for going on two years now. E* has lost the YES customers. Adding YES at this time does not do much for E*, except for making them a more attractive choice for new customers. That would help a bit, but YES' pricing policies would have the entire NY region paying for YES, when few of E*'s current customer base really want the channel.
The time for E* to add YES was before they lost those customers to D* and cable.
To illustrate (with fake numbers)
Let's say E*, D*, and Cable each have 1,000,000 customers and 200,000 of them want YES. YES is going to charge $1/month for every one of your NY customers, so each company would have to pay $1,000,000/month to YES.
D* would look at it and see that for everyone wanting YES, the cost to D* is $5/month. They conclude that it is worth it to attract new customers. Cable does the same, but E* does not.
Two years later, after some customer growth and with many E* subs migrating ...
D* has 1,200,000 customers with 300,000 watching YES.
Cable has 1,200,000 customers with 300,000 watching YES.
E* has 1,000,000 customers with 50,000 wanting YES.
Now the cost per month for each YES customer is:
$4/month for D*
$4/month for Cable
$20/month for E*
So if E* jumps in now, a lot of non-YES customers will have to subsidize a relatively few YES customers.