Asus Maximus Hero X.
Probably the highest spec series board I have ever bought (current board is P8P67 deluxe). I plan to keep my PC as long as I kept my Sandy, so nearly 7 years, so the extra cost of a Asus gaming is hardly anything for the lifetime. It it supposed to have better onboard sound, I guess OC could be more stable. I have the board at home, opened it up after I picked it up to find hardly anything it it, plastic tray with pockets but parts missing, no foam inside. Checked online and this seems to be normal for this series, man, not building in 7 years, you fall behind with tech, my last build was with IDE drives! , plan to start a build in Nov once I finish other build (and find a 8600k). I actually have a gaming F too (bought it thinking MB might be short stock like CPUs, but they weren't), so sending it back, tbh, I'm sure it's a perfect board too, probably wouldn't notice much difference.
I really felt like trying MSI, AsRock or Giga, but I like to follow OC guides online and there always seems to be many more ASUS guides available. Seems there BIOS is updated regularly enough, and since they are the most popular, you get a bit of security that any issues might get resolved faster, but this isn't such a big deal.
Asus STRIX I (ITX).
Bought to build my Dad a new PC, his Sandy 2500k is showing it's age, every time I disturb anything on the inside of the PC, strange things happen to the PC, wifi etc, time for a change. Was going to build him a 7600 ITX, he plays flight sims where high clock speeds are important, so now building a 8350k system. Two builds in a few months, happy days. Oh, why did I buy ASUS, can't really go wrong with this for ITX, the z270 got a good name, the Asrock ITX is nowhere to be seen, there was a MSI ITX for sale, at £400!
Cheers