And that's where we disagree.
I never buy based off the QVL. I always buy based off the memory manufacturers compatibility list, if they have one. If they don't, then I'll look at the QVL, find the specs for a suitable memory kit from the QVL and THEN go find memory that has a similar configuration with similar ranks, rows, timings, voltage and speed. Generally though I stick primarily to G.Skill, Corsair and Crucial products for this exact reason. They always offer a list of ALL their memory products that will work on a given motherboard. Other manufacturers don't generally offer this service and those three manufacturers generally have some of if not THE highest quality memory kits available anyhow.
Certainly though, the QVL is AN option, but I think it should be a secondary option unless you are able to EASILY find a memory kit on there that is readily available to you in which case then there is really no necessity to look further but since most of those kits are tested even before the motherboard is made available to consumers it is OFTEN the case that by the time consumers are looking for those kits many of them are no longer available and have been superceded by newer kits which most likely are NOT on the QVL.
So, any of these methods are valid.