There is no denying that board prices have gone up steeply. Some of this is due to tariffs, some of it due to rising costs of components, and some of it due to feature creep. The mid-range boards of today, in VRM, audio chips, and convenience features like post codes, BIOS reset, etc. seem more like the enthusiast level boards from 5+ years ago. CPU power requirements, particularly on the Intel platform, have also skyrocketed and forced mobos to pick up the slack.
In comparison to the wildly expensive Asus boards, the Gigabyte boards are better priced for what you get. And they can fit Noctua coolers, which Asus' Strix boards are incompatible with. Though I don't like the price increases either, this Aorus Pro is actually one of the best options on the market right now.
$2k is grossly unreasonable. I was always a fan of Asus, but they have become the Apple of the PC components world. They seem to be targeting a demographic that simply doesn't care about value, even on their mid-range Strix boards.
At one point Asus' engineering was uncompromising, and one could argue was worth a relatively small "Asus tax". But after VRM debacles and recent incompatibility with Noctua coolers, it seems their engineering competency has vanished along with their semi-competitive pricing.