I think we need to separate penalties for falls from the attempt to encourage more quad attempts after 2010. There were no changes in the penalties for falls.
If by "penalties for falls" you mean the fall deduction, then you need to consider what kind of changes you want to see and how those changes would affect everyone to whom they apply.
Remember, that penalty does not apply only skaters doing quads and earning triple-digit freeskate scores.
If the "problem" that a change to fall penalties is the fact that skaters who fall on quads (or who land quads and fall elsewhere in the program) earn so much from the quads that the fall deduction is negligible, then the additional penalty needs to be designed to apply only to those skaters who earn so much on quads.
A penalty designed to punish quad fallers that also applies to skaters who are struggling to land all their triple -- or double -- jumps would have disproportionate effects on skaters who aren't winning at the lower levels and aren't part of the problem you're trying to solve.