I've been brand hopping as of late.
From my experiences:
-Asus: Generally very good about updating products when it comes to BIOS. They tend to not separate their OC and gaming lines though - all under the ROG brand. Products are pretty competitive at launch, but tend to have more (mostly) gimmicks. Their RMA process though is pretty awful.
- Gigabyte: They aren't too good about updating their BIOS. The exception is their OC boards, under the name "SOC Force". Those are updated quite well. Their gaming line is gimmicky, kind of like the Asus ROG stuff. RMA process used to suck but is getting better. Some of their midrange boards are pretty good.
- MSI: They've been getting better. Hardware wise, in terms of build quality, I think very highly of them. High end boards and high end GPUs like the Lighting - I'd say their build quality is the best of them. Software though is an area they need work on. They're good about updating their BIOS, although they seem to have more launch issues than the others. Servers though are really slow. They are slowly getting better though. Pretty good RMA experiences. They've separated gaming and OC (XPower) line, which is good. Some of their mid-range boards are a good value.
- Asrock: Avoid their cheap end boards. OC Formula series has been very impressive. Their other high end boards often have issues though. They frequently release BIOS updates. Short warranty and RMA can be a mixed experience. Some of their boards are a great value though in the midrange.
- EVGA: Hardware is impressive at times, but BIOS can be easily the worst of them all. Very good customer service though.
From my experiences:
- I prefer OC boards because their BIOS is updated regularly and no matter what else, they tend to ship with high quality VRMs.
- I like a stripped down board (mostly), but with features useful for everyday use (like more USB 3.0 ports). I like the fact that Asrock, Gigabyte, and MSI have split their gaming and OC lines. The gaming lines tend to get the mostly gimmicky features, while the OC boards emphasize stability and are geared for benching.
- Willing to pay more for an OC board, but only if the quality is there.
- Having good customer service matters a lot and it's something I'm willing to change brands over.
My last board was an Asus, that just died on me. Currently buying a Gigabyte. For my next new board, I'm thinking about going MSI.