Really, complete and utter BS honestly. People just consider them the "daughter" company to Asus, but they are completely apart now and make way better budget boards. Not using budget in the sense of "lower grade" but higher end boards for cheaper.
Also, unless you have the need for extreme OCs (LN2, DICE, Phase), the need for like 10 SATA, or like 4 PCI-E slots there isn't a reason in the world to have an expensive board. Like I used to explain to people in the Ivy Bridge days a 100 dollar ASRock Z77 Extreme3 will do everything a more expensive 200 dollar motherboard will do. The same typical 4.5 or 4.6GHz overclocks, utilize SLI and Tri-SLI / Crossfire, same amounts of same speed RAM, ect.
So in that instance, if you have more cash to put somewhere, then I suggest investing in maybe a slightly better cooling solution for the CPU like a small Corsair H60, or maybe a 2TB HDD like the Seagate Barracuda, or you can get a more expensive case like a HAF X, or Corsair Obsidian 650D, Cooler Master Scout 2, or whatever suites your fancy.
Back on the motherboard deal, to prove it to you look at my rig. 1000 dollar CPU, right? The only reason I have the Extreme6 is because the Extreme3 didn't have 8 DIMM slots which I needed to review this RAM kit.
Edit: Oh yea, MSI, ASRock, and Asus all go back and forth on the OCing world records too. Lately the ASRock OC Formula held it for a long time. I believe recently outdone on a retail 4770k with an MSI Gaming.