Sure some people want the max of everything (max cpu performance, max number of PCIE lanes, lots of internal and external expansion potential etc etc), however, this misses the point that most people don't use all the features they have i.e. if you play games you probably don't need the same IO as a content creation based user while you can both benefit from raw power.
The issue with focusing on features is that people end up being sold something they wont use and at a high price, which in turn means less money spent on other hardware (instead of dropping $1k on a mainboard you could drop $250 and then spend $750 on an awesome monitor upgrade or VR or whatever).
I am bias here as I have been holding off upgrading for years, my i7 920 has been clocked at 4GHz for many years and is only now appearing underpowered, a 16 core Ryzen 3000 would be a phenomenal upgrade although I can only realistically get around a factor of two in memory bandwidth unless I wait for threadripper 3. Personally I want raw power more than "features" (I play games but multiple instances of the same game at the same time).
Other than "people with money to burn" who are these $1k boards aimed at?