I just spent the past hour watching Newegg TV videos on the asus line of z77 chipsets from entry level to ROG to WS and the technologies built into the entire line of Z77 boards is very darn impressive...I don't believe Asrock can hang with the Asus line up...for software and mandatory engineered design specs!!
Go to the product page here...http://www.newegg.com/Product/Prod
and watch the video...there's several parts but the first one describes the product stack of Z77 motherboards and ALL the included Mandatory built-ins...
I don't believe in paying for hype either...but the includeds on this board are pretty darn impressive..so if it was me...just for what your monies are puchasing...I think the ASUS board is by far the better place to spend your hard earned cash!!!
You go with what you know usually...I know Asus...Gigabyte...Asrock...Dell....HP...Acer...Compaq Presario.....A LOT...and I have had the best results with ASUS hands down. I will admit that Tech support is rather Glacial...but usually between Newegg help and Asus tech support listening to newegg...I have always gotten whatever issue I've had repaired or replaced to acceptable satisfaction.
Good luck with your purchasing decision...I DO Really LIKE Asrock as well...they are a newer up and coming motherboard maker that's garnering a pretty decent following of loyal customers and you get all the relevant items on their boards just a bit less and a fair discount on their cost of ownership vs Asus.
By a bit less...I mean "included" features...double nics...onboard pwr and reset buttons and so on...their high end "gamer" boards are VERY competitive with Asus and Gigabyte...Very competitive.