They were actually part of Asus group once, they were little known in the first years after the spin off, but they were quite smart and start making crazy good overclocking boards and breaking some world records. Their reputation started there and now they actually have a very solid line up of products, from low the top end motherboards
Motherboard software is unneeded.
It is usually junk or bloatware or monitoring software.
Possibly automated overclocking apps.
If you overclock, it should be done in the bios.