Well all I can say is that after reading, researching and reviews - I built 2 systems in the past 4 months or so and I chose the ASROCK Z97 . They both are easy to work with, built well, reviewed well & working great.
 
 

AI Suite 3 is the most comprehensive utility I've seen from a manufacturer....and it works.  E-leet tune was randomly crashing my z97 ftw board back to the bios, and I mean instantly doing it upon launch.  Be sure to register at the ROG forum so you can join in the conversations with other board owners.  In the asus bios is a utility called qfan and if you run it will generate a profile of all fans attached to the mb headers.  Then it will work with ai suite 3 and you will be able to control them each manually or with different profiles.  Then take a look at the board construction itself.  Asus uses 8+2 phase power and doesn't require an additional power connector to the pcie slots plus look at the heatpipe covering them around the cpu socket.  I missed being able to have all of my front panel usb ports connected to the mb and the hero has the headers for them.  With this board I have never had my 4790k go all weird like it did on the z97 ftw, and it has the latest bios on it.  What it did was just slow down performance wise while still showing it was at 4ghz.  Slowed down to slower than my i3 4130 that I swapped onto it just to test things out.  The asus bios is very thorough and offers features that are not available in the evga bios.  When you go to flash your bios there are several ways to do it and it is different than the evga method so pay attention when you do it and do not disturb anything until it has finished.  Asus has developed a way to address each of the 3 bios stages individually and sometimes a flash will address all three and other times it will only address one of the stages.  The manual is detailed and covers everything you need to know about setting up the bios so I suggest that you read it.
 
I still have an old asus 775 striker II formula in service with a q6600 and everything still works on it.  I'm running windows 10 technical build in raid 0 on it.  Asus also offers extended warranties if that is something that interests you.  A lifetime warranty is meaningless to me if the replacements are not as good as the item they are replacing.  Asus is constantly improving their product line and pushing the limits which is why they are the number one supplier of motherboards on the planet with gigabyte a close second.  The other thing that I've spoken about before it still true.  The last time that I was a local retailer with an evga board on the shelf is when CompUSA was still in business.  After TigerDirect took them over the only way that you can get an evga board from them is to order online.  We have two large retail stores here in town and neither of them will put evga motherboards on their shelves as they have been deemed to be problematic.  When I go in there are three brands on the shelves; Asus, Gigabyte and MSI.