Nintendo used to use non-standard pricing. Anyone else remember $70 for Donkey Kong 64? The problem with non-standard pricing is that while a game that takes 20+ hours to complete would be worth $50-$60, games like Call of Duty that sell regardless of price, quality of content and quantity of content will likely creep up even higher than the $60 standard we currently have. Standard pricing, while still a money grab in many cases, still has a few advantages.
I wouldn't mind paying $40 for a Vita game but with the price drop I can get 3 games under $100 so in a way that is a good thing or maybe it depends who develops the games i guess.
