I think these days, it just boils down to preference, aesthetics and features. MSI is also doing good with their Intel 100 chipset compared to their previous iterations but personally I prefer Gigabyte now. I'm currently using Gigabyte Z170X-Gaming 7 and it's loaded with features and for it's price, it is really bang for buck. I was supposed to use Asus Z170-A but decided against it due to the small price difference between the two but a whole lot of difference when it comes to features.