Because of difficulty adjustments price wouldn't be affected. Regardless of how much hashing power the network has the number of coins produced will remain relatively static. More efficient (in terms of $/MH and MH/W) video cards will drive up hashing power of the network.
The performance per watt will likely be more important than performance per dollar as purchased video cards are a sunk cost however they need to compete in an ongoing basis against newer more efficient cards in power consumption.
A video card with half the power consumption for the same performance (MH/s) will have a lower cost of production. This means it can be profitable at a higher ratio of difficulty:price. If a sufficient portion of the network is using more efficient hardware we would expect the difficulty relative to price to rise. This will eventually force out users with inefficient hardware. We have already seen that in the demise of CPU mining.
Eventually this will be seen with the rise of FPGA mining. FPGA don't need to achieve a price parity with GPU (and likely never will) but as their price becomes more competitive, more will be adopted and that will increase the efficiency of the network significantly. The ratio between difficult : price will rise accordingly.