Chipsets make a sizable impact and the overall reliability from robust components and cooling. Even if you don't OC the third-party chipsets, NIC and phase design only add to the overall stability and life of your system. IF you do decide to OC and at some point those with an unlocked CPU 'will OC' then at that point you'll find that MOBO temps (Chipset, VRM, etc) make a huge impact and proper power delivery all keep your system stable.
To a degree you get what you've paid for, but to purchase a 4-WAY SLI/CF + LN2 controls for the vast majority is a waste of money not to mention that some games out of the gate won't even properly support multi-GPU's.
What's your USE is 90% of the decision before considering an 'over-kill' +10% MOBO...