I haven't heard about it. But what's up with ASUS's naming scheme?
Classic Brand Naming. By giving their boards distinctive names instead of the usual jumble of letters and numbers that most board have they set themselves apart. The ease of which the product is recalled means that it is more likely recommend or picked up.
A powerful name will also draw in a more casual buyer.
GIGABYTE GA-EX38T-DQ6 versus ASUS MAXIMUS EXTREME, sure it is only a name but in a competitive market where a buyer only sees the name for a couple of seconds before he makes his first initial choice. That can be the difference between a sale and nothing.