thats really stupid considering asrock advertises the motherboard to be able to use ivy bridge cpus that would be the point of it being a gen 3..
All Gen 3 boards advertise that, and there's nothing at all wrong with doing so. All it takes is a BIOS update and it's good to go. Nothing wrong with that.
You have to realize that Ivy Bridge CPU's and BIOS's didn't even exist when the 6 series boards were made, so there's no way they could have ever supported Ivy out of the box, they just have the ability to support them with a BIOS update, and it's perfectly fine to say that it supports them because of that.
The problem stems from people not doing their research first.