Everyone. It's a matter of preference vs mobo. Asus ROG has the most variable, there's settings in it nobody but pro-overclockers use. The asus prime is more limited, so easier to plug and play. Same works fir any brand, the higher the performance, the more intense the bios. Msi tends to be more technical, asrock more user friendly. But it all depends on what you personally are more comfortable using.
The bios on my Asus is junk, it's so simple, no real user changes other than yes/no for most things. My msi is so technical with such a wide variety of possibilities that there's stuff in it I've never touched, still on auto, and I have no clue what it does or is for.
Best is personal. Just one more thing to think about but shouldn't...