Looks like heavy price fixing is going on here atm
edit: this is bad for Gigabyte. for $220, user should pick anything but Gigabyte. Now, it's their own fault for agreeing to fix the prices. That should be a $140 board, and sell well. If we look at the only measurable differences here, we can see that:
1. Asus
2. MSI
3. Gigaabyte
There is ZERO sense in having them all priced the same since obviously value isn't the same, whatever price may be.
This only benefits Asus and no one else. I expect the manufacturers will adjust these prices soon.