Usually it depends on your needs. All the motherboards are priced accordingly to the features of the board.
For intel:
H110 are the entry level board. Offers minimal stuffs for basic users. Usually the amount of usb ports they provide for rear and the front are just enough for an average users. Lastly the amount of SATA ports provided are usually just 4 to 6 SATA ports.
As for the B250 boards they are slightly more expensive. It comes with m.2 slots, more usb ports. Some of the mATX sized boards do support AMD crossfire for multi graphics.
H270 has support for RAID setup. Allow you to connect multiple storage drives for backing up purpose or for speed up.
Z270, the entry ones usually does not support SLI for Nvidia multi gpu supports. For the higher end ones, they support SLI. Higher end also support more m.2 slots. More usb ports, more sata ports. Lastly Z chipsets are the ones that provide overclocking on unlock cpus.
So in general, most people fall into the H110 and B250 chipset categories. While may be some will find themselves using H270 chipset. While majority of the hardcore users mainly me and all the hwc enthusiast will probably use a z270 series or the intel extreme line up x99 x299.
If you are looking for a line up for AMD. As of now they have 3 chipset, A320, B350 and X370.
X370 is like the intel Z270 version. While B350 is the B250/H270 version. While A320 is the very basic version of H110 from Intel.
However do note that AMD B350 and X370 supports overclocking where the A320* boards does not support.
Also note that all AMD ryzen cpu are unlocked and overclockable together with either the B350 or X370 motherboards.
As of now, if you are looking in the price list. It seems that AMD are more price friendlier in terms of cost/performance ratio. So yeah. Happy researching more.