That's a bummer, the Rock has great mobos also, I only build on Asus, the Rock and GB, and with Haswell, Asus is far and away my #1 choice, the Rock is second and GB third (have found them to be problematic with their BIOS and OC ability), so generally go pretty much with Asus and the Rock for client builds, but...
it comes down to their choice of mobo, unless they want to stray to MSI or BioStar or the like, then I just say no and refer them elsewhere.