Not necessarily true, my Gigabyte X58A-UD3R ($209 when I got it, now $199) has pretty much the same features as some of the higher end boards. On expensive boards like the ASUS Rampage, eVGA Classified, etc. you are paying quite a bit for the fancy name and color scheme. These expensive boards' main draw is multi-GPU technologies such as support for quad-SLI with PCIe x16 slots spaced for 4 dual-slot GPU cards. Other features include easier overclocking tools and nicer MOSFETs (voltage regulation chips for the CPU).
However, for a normal user who wants a decent overclock and 1 or 2 GPU's, I do recommend the X58A-UD3R because for the price it has a ton of features (8 rear USB2.0, 2 of them supporting USB3.0, 2 doubling as eSATA, 2 rear FireWire, 4 internal USB, 1 internal FireWire, 8 SATA II, 2 SATA III, one IDE channel, one FDD port, and plenty of PCIe slots for addons/GPU's). It also overclocks pretty well, with proper cooling you shouldn't have any issues pushing the 920/930 to 4.0 and beyond, it all comes down to your cooling. I don't recommend the 950 because you can get the same performance boost on the base models (920 or 930, whatever you can get your hands on). It's pretty simple to overclock so the 950 isn't really worth it.
Do get a good brand name board though, brands I'd recommend are ASUS, Gigabyte, MSI, and eVGA (if you want a full featured expensive board, eVGA generally leans towards nVidia support so if you want a nice SLI setup eVGA might be the way to go).
Note that all LGA1366 motherboards use the Intel X58 chipset so all motherboards are going to be pretty similar in terms of CPU/RAM/chipset layout, it's the extras (ports, PCI/PCIe slot configuration, extra controllers, onboard peripherals, audio, network, etc) that make the difference. Also the quality of components (capacitors, inductors, and MOSFETS) changes among manufacturers and boards as well as the chipset and MOSFET cooling.