I'm going to throw out there that buying a more expensive mobo than you might otherwise think you need can have a couple of benefits. One is, it may possess a feature (or two) that you can and will grow in to. The second, based partly on the first, but also on more durable components, is that it will last a lot longer and thus keep the ultimately more expensive "upgrade itch" at bay. Buy cheap, and sooner or later a missing feature will nudge you into an upgrade, which will actually end up costing more than buying a little higher on the scale the first time.
Consider the long-term use(s) of the machine. If it's Mom's web surfer, than a cheaper board may be just fine. If it's an enthusiast build (gamer or otherwise), then try to step up.
As a personal example, subject to overall reputation / quality requirements, I used to buy mostly cheaper boards, then want to upgrade after little more than a year (maybe for additional ports, maybe for newer interfaces; there'd be a reason). My current mobos are a 990FX Sabertooth and a Z77 Maximus V Gene. Both have features I may never use, but years in I've not felt any desire to upgrade them, and won't unless/until the two systems no longer meet my needs.