Well I for one like the fact that there is 200+ MB's available. It is a side effect of competition. When I look for a motherboard I look at as priorities 1) the correct capacities I need 2) Quality VRM/phasing 3) layout and functionality lots of sub-catagories to that, but you get the idea. For customer builds, I agree with you most of the time, but some of them are like me and fall into the "enthusiast" class and like the overkill over the top aspect, and are glad that some of this poor price to performance items exist. I will often pay twice as much for that last 10% of performance, just because I like this stuff. I just rebuilt with a GA-990-FXA-UD7 in anticipation of the Bulldozer. I like getting the front line stuff and know going in that sometimes I am going to pay for it or get burned. It's a risk I have been willing to take, and don't ***** about it when I have gotten burned (see NB problem with the Asus Crosshair IV Formula) I think this 'thermal armor" thing is a gimmick, but time will tell. and i think the heat-sink market in the air dept anyway is just coming up with ideas to make theirs look exotic rather than perform better. I just read a dreadful review on the new 'supercooler' Genesis...apparently not so good. The biggest problem here, and places like these forums is that people that take an interest, and want to build for the first time, will spend a lot of money on the advice of the people here who respond. Too many people will defend their bad buying decisions and or insist that something is "the best" or "sucks" because thats the way they wish it was. It doesn't help for those who actually have a lot of experience 'hands on' with much of this product. I like to think for the regulars though that if you frequent this place for a while , you can ferret out who to listen to. a good example is 'Dividebyzero' you can pretty much take what he says to the bank, and most here know that.