With the large amount of RAM that is found in modern day video cards, the price of GDDR can impact the price of the cards themselves. And, given that most "midrange" cards can easily soar above $200 and "enthusiast" cards can enter into the $400 and up range, people are more sensitive than ever as to how much a GPU can cost when building a system. Thus, it's interesting to read of reports that state the cost of GDDR may be about to rise.
Due to increasing demand for DRAM, it seems many manufacturers are hitting a bottleneck in terms of manufacturing capacity. This will result in a strain for GDDR, which would impact how much a card costs to produce. The card retailers might be willing to absorb that cost, but it's more likely that already-pricey GPUs will simply rise that much more.