My first motherboard in a DIY build was from Gigabyte Technology almost 15 years ago, their customer service was top notch. In fact, 'till this day I still remember the technician I spoke to over the phone. After recently acquiring a Gigabyte Z490 board, I asked the supervisor to see if that fellow was still working with the company and was told that he was promoted to product manager. Due to COVID-19, Gigabyte's CS was almost difficult to get in contact with which led me to considering other brands like ASUS, ASRock, and MSI. ASUS CS is horrible, can barely understand a word they say; they read off a script "literally" ASRock's warranty had me disappointed after learning that all motherboards shipped with barebone systems only come with a 1-year warranty (I've had to replace their motherboard 3 times in 3 years; that says a lot, lol). MSI Customer Service was always reachable and pleasant over the last few weeks even in these difficult times; their reps were working from home. I called them several times to verify some settings on my Gigabyte motherboard (all brands basically follow the same universal layout in the BIOS settings); their impeccable customer service had me consider their Z490 board after I decided to go from ITX to ATX form factor (all within the return period). I received an MSI board only to find out that it lacked iGPU (integrated Intel graphics). I had to close my eyes and go back to Gigabyte Technology and ended up with a Z490 Aorus Master board. I've received a couple of missed calls from Gigabyte a few days ago; possibly a follow-up to my recent experience on their ITX board. I may have reacted too soon to their lack of support in recent weeks. However, I will say that MSI is catching up to the competition, but it will take a while to reach the Top 3 / Tier 1 spot; things may be exacerbated now due to the loss of the CEO. It seems the CEO did a lot to bring MSI to the table. I believe the company is even older than ASUS but no where as large as Gigabyte. However, the quality is catching up after comparing boards side-by-side earlier last week. Its good to have choices and not be completely loyal to one brand / entity.
Some of these companies prioritize marketing and brand promoting over quality.
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