All of the Big 3 (MSI, Asus, Gigabyte) have assorted 'flagship'/gaming/ROG/Tuff, Fatal1ty, / whatever monikers to attach to some of their models, but, typically the basics are the same...
Me personally, it'd a hard sell to get me to ever buy some of the Z270 variants that come with two or three extra features (attached audio amp, wireless, fancy shrouds styled to look like heatsinks, etc), but at sometimes up to a *$200-$250 premium* over a basic model such as Asus Prime Or MSI Z270A SLI PLus, etc...? Good luck with that.
Some folks need/want those features however, God bless them; I guess someone is buying them, or they'd be out of production...