Do you think this token standard will have a big impact on the future of ETH (price, utility), or will this standard be more of a novelty that never realizes true staying power and only has transient impact on crypto?
It may very well be just a nice try without real impact on real life situations. Why? Because it has worked with cryptokitties, but cryptokitties are entirely digital assets.
Will it work with physical assets, like land, real estate, diamonds, or collectibles? I doubt, or at least not without difficulties, and not right away.
For real life applications we need a way to associate physical objects with non fungible ETH tokens. This is called the "Oracle problem". Whom will you trust that your non-fungible token you have just bought represents the actual house? Exactly, difficult to trust anyone. Because of that, we need an Oracle that will ensure and enforce this legally. Until there is some regulation in this area, I doubt we will see a real impact of ERC721 on the future ETH price or any other cryptocurrency.