Asus has Asus Suite, which for the most part is pretty unremarkable or even useless, except for Asus FanXpert which is the single best pc fan control software available and very easy to use and setup.
The MSI fan software is somewhat lacking.
Asus has a basically easy uefi bios to understand and is about as user friendly for new builders as it gets.
MSI uefi bios is considerably more technical, but is also better suited to advanced OC procedures.
Asus has (in the past) shown to have slightly better service and support dept than MSI but as far as reliability goes I've had more issues with Asus mobo's than the higher end MSI (my current MSI mpower z77 has been nothing but perfectly awesome, my Asus p8z77-v has been RMA'd 2x now, so it's in my wife's pc)
Forget the gimmicks like OC genie or Asus Turbo etc. If you want to OC, do the research and do it manually. It's not only safer and less taxing on the pc, but better overall in performance. Software OC uses high amounts of BCLK, which should be left at 100, and this affects all communication on the buss clock, raising the speeds of your ram, hdd etc which can make for premature failure, instability etc.
Don't rely on amazon/newegg reviews. Totally unreliable. What you get is a mixed bunch of ppl who'll slap on 5 stars for fast shipping, 1 star if it took too long, 1 star if they messed up the install and shorted out the mobo but claimed it as DOA etc. If you want to read reviews, stick to places like Tom's, HardOCP, RealHardTechX, Guru3d, Anandtech etc who actually test the boards in an unbiased manner.