I really think that the Z270 motherboards were the last product lines that all these Taiwan manufacturers made with a correct balance of price versus performance. But with the X370 and now the X299, all the manufacturers are resorting to gimmicks and kitsch, adding lots of futuristic-looking plastic parts that trap heat inside VRMs, PCHs, and M.2 cards, instead of dissipating heat, and piling on the RGB effects. This reminds me of the Z77 mobos from 2012 when Gigabyte released a 32-phase CPU VRM, and not to be outdone, Asus countered with a 40-phase CPU VRM, and it was achieved with lots of phase doublers.
If you watch the latest YouTube teaser video that Asus release for their upcoming ROG Rampage VI Extreme
https://www.youtube.com/watch?v=4dY8LGeu0UE , there are also lots of pretty RGB effects. But if you look at der8auer's previous video showing a prototype of Asus' redesigned VRM heatsink
https://www.youtube.com/watch?v=hejMP5hrhjc&t=78s unfortunately Asus still favored style over substance, and the VRM heatsink in this new Asus video shows very shallow fins on the VRM heatsink for far less surface area for heat dissipation :-( In the der8auer video, the prototype heatsink has deeply cut fins. The very shallow fins shown in the new Rampage VI video are very shallow, as if Asus thought that deeply-cut heatsink fins are ugly or something. If you watch Tiny Tom Logan's preview of the MSI XPower Gaming AC
https://www.youtube.com/watch?v=KQk_xQ6HTFs&t=283s the heatsink has more exposed fins both on the VRM and on the big heat-piped heatsink next to the I/O panel. Asus knows how to make properly-design heatsinks on their mobos. For example, the Asus X99-E-WS workstation mobo has excellent heatsink designs. The X299 essentially needs to have a robust workstation build to it if it is to properly support 12-core and 18-core CPUs. But these manufacturers are so fixated on adding the word "gaming" to all their X299 mobos that they are making their mobos look like toys.
So ever since the Z270 mobos, all the mobo makers are trying to out-style their competitors by making their mobos look the best visually, at the expense of performance.