hey,
i had the same problem a few weeks back when i was getting my build together.
I thought about: z97-a, hero, UD3H, UD5h, Z97-sli, UD7H, extreme4, extreme6, extreme9, x99-boards and so on.
In the end i opted for the hero because it doenst have things i dont need ( wifi a second ethernet, etc. ) so i'm not throwing away money.
Instead it used the money to get me premium components for the things i do need (onboard audio, etc ).
And yes, you pay some money for the brand, which is not a bad thing per se.
Thing is, this board has premium components, really good software ( if i ever wanna oc i know i'm golden with this board ) and it's very popular with enthousiast gamers, so i know i will find a lot of forums and help if i ever need it.
So like they stated above, if you get the cash, then by all means, splash. hero will not dissapoint you