BIOS
ASUS was the first motherboard manufacturer that introduced graphical UEFI BIOS back in the days and since that day not much has changed. There have been some minor changes here and there but ASUS didn't touch the basic layout or Design. Since it's great anyway since day one, why should they. The interface is easy to understand and also childrens play to use. There are also quite a few additional settings to squeeze the last bit of performance out of the board.