A chipset is concurrent with the generation or platform for a cpu - a generation can have multiple types of processors within it.
This generation for intel for example includes:
X58 - Core i7 platform of CPUs that use the 1366 pin socket type
P55 - Core i5 and below platform of CPUc that use the 1156 pin socket type
The chipset contains technologies relavent to the generation like usb sata sometimes a memory controler and various other input and output tech.
X58 is the best right now, but p55 isnt far behind and is a better price/ performance solution and has many if not the same technologies (maybe dumbed down a bit).
Your asus maximus is pretty slick - but very expensive for the platform - it is almost as much as the rampage extreme which is the x58 front runner (in my opinion).