Even if SpaceX's prices go up with EELV launches, and even if they would never incorporate reusability into EELV launches, they would still be able to offer launches for every possible EELV payload at prices far below ULA's. Anything ULA could launch on any of their vehicles SpaceX could launch on the Falcon Heavy, and many launches (like GPS birds) could happen on the even cheaper Falcon 9.
With reusability, which SpaceX seems to have a good handle on, those costs get slashed, especially the cost of the Falcon Heavy. Any EELV payload could be launched on a reusable Falcon Heavy, even if it meant forgoing crossfeed. Even if the first stages could only be reused twice (a paltry amount) that would lower the cost of a reusable Falcon Heavy to around the cost of a Falcon 9, around $50 million.
Keep in mind that every ULA launcher uses an RL-10 in the upper stage, and that's a $40 million engine. Even at discounted prices simply having an engine that expensive (to say nothing of the rest of the vehicle) on every launch makes it impossible to offer launches as cheap as SpaceX could.