Efficiency - If the board can beat the layman's metric of 1 watt per GH/S this board will be in the mix.
Price - Looks like the Chinese miners are coming out at about $3.50 per GH/S inclusive of PSU, controller, cooling, and shipping. I'd be happy to pay a slight premium for a product designed in the USA by people that I trust.
Sshh they'll hear you.
Edit : That being said 1watt per GH/s puts this board in play for the long term.
You're joking right?
Even if it did get 1w/gh, which it doesn't, it still would not be in play for the long term.
1w/gh was impressive 6 months ago when bitfury/knc achieved it.
Asicminer/knc/spondoolies next gen miners are all expected to be less than 0.5w/gh.
They heard me...