In terms of no frills and simplicity, MSI for me. This brands takes the cake for having the simplest and easy to see BIOS implementation. Their entry to mid level gaming arsenal are simply no frill motherboards with no special features and yet it just works basically for any task day to day use.
For features rich and pushing boundaries, this one i have to give it to Asus. Asus really push a lot of new things and some turns out useful. Such as Asus was the first one to implement BIOS Flashback without CPU. They implement some things that other brands did not implement. Did anybody noticed, Asus Crosshair 7 has dual m.2 slots that supports PCIE Gen 3.0 x4 while most of the other brands are operating dual m.2 slots with 1 PCIE Gen 3.0 x4 and the other PCIE Gen 2.0 x2/x4 mode? OLED display, DIMM.2, build in IO shield. All this is something that Asus can do and daring to innovate.
Price/Performance? The weakest link is Asus. They are damn expensive to own for ROG products. To truly own top of the line ROG products, it is really expensive. I wish they are priced competitively for all their ROG line up, giving people a taste of certain features that are appreciable to people at a nice attractive price range. However their spun off coy ASRock is indeed interesting. They love to include more necessities in their board for the same price bracket from other brands.
For personal usage, i use MSI for my mum's PC and Asus for my own personal rig just for all the new things that they implemented.