Personally, my Gigabyte experience has been fairly decent, but in the last several years they've been heading the wrong direction as far as I'm concerned. It may not mean much to many, and is certainly a personal preference thing, but I hate the Aorus name and emblem.
Another issue has been availability. A number of times, a board I'm looking for, even a step or two down from the top tier, are either not available, or only available at a retailer who has put some big premium on it.
Which, lastly, gets to the issue of price. A lot of their boards are flat out more expensive than other brands, for not really anything in terms of better features. And in my experience, quality has not been any better than any other board I've had. I've used Asus, AsRock, MSI, and Biostar boards as well. MSI was the biggest headache because it was RMA'd three or four times. Mind you, this was over ten years ago, so I can't speak of the MSI of today. I had a Gigabyte that was solid as a rock for years until I need to upgrade my CPU and GPU and did a whole system refresh. The board I tried to buy before my current Strix was a Gigabyte. Wouldn't boot, customer service was of next to no help, and it ended up being easier to return it to Amazon for a refund than to RMA the thing for a replacement.