MSI is tinkering with the idea of a motherboard alliance, composed of motherboard manufacturers based on Taiwan. Citing increased profitability, MSI thinks that not only their own growth but the growth of Asustek and Gigabyte Technology could be benefited by an "alliance", even if the companies aren't necessarily working towards the same goals. As strange as that sounds, that's what Hsiang Hsu, president of MSI, is aiming for. What, exactly, each company would gain isn't made clear.
In the U.S., such as a venture would probably be targeted quickly by the FTC, considering the three companies make up a substantial portion of the market and concerns of a monopoly may arise. However, it's not entirely implausible, given that companies like Intel still produce a vast amount of boards worldwide.