I have done much research in the past on the detailed circuitry and bios builds over the years, and had much experience with most board brands including the bioses and functions. I too also go by functionality and circuitry build. I also go by the availability of board statuses and not all contain what I am looking for.
Asus for me is a great board, as every brand spits out duds off and on, i do not tend to go by that, just functionalities etc.
Asus long ago was called the Cadillac of motherboards/bios. Msi is good also, when asus does not contain features wanted, as what happened to me before, and the msi bios was very reasonable.
=)