The Rock mobos are very good mobos, and they can offer more bang for the buck as they specialize in mobos and aren't as diverse as Asus and Gigabyte who also get into GPUs, laptops, tablets, PCs, networking and the like, to where they can command higher prices. The Rock is also keeping margins lower to continue to build name recognition. As far as sound quality, in part it can depend on how the sound chipset is integrated into the BIOS to work with the rest of the mobo components and various operating systems, it often improves over time as the BIOSs are updated, same is true of other components.