I was using Asus for ages, after endless issues with Gigabyte. When I moved to Intel, 1200 series, MSI had all the resources that I wanted at a price I was happy with. Tomahawk was a very solid motherboard. Went with the Edge when DDR5 was reasonably priced. When moved to AM5, went with Asus as their price was slightly better. Not a single issue with the motherboard, but I do miss MSI. The software was less inflated, and the BIOS easier to navigate. MSI also uses a much better thermalpad in most of their motherboards. My Asus, the PCH would be mid 50s to 60C idling. Up to mid 60s during game, as the GPU will dump a lot of heat around itself. Replaced the thermalpad from the PCH with Gelid Extreme (Ultimate is supposed to be better but is a bit crumbly, I don’t like to use it), now PCH mid 40s, max low 50s during gaming sessions. The NVME saw about 10C drop too. That wouldn’t be necessary if Asus didn’t use some cheap ass thermalpad. Repasted and new thermalpads on my 4080 TUF, about 3C down Core, but hotspot was nearly 30C delta. Now is between 7 and 10C.
Personally I would choose MSI if reasonably priced. Had a Suprim 3080 and was very well build, and very cool, for a 3080