Help choosing z390 motherboard for mid-high end build

[Kingsmash]

I am midway through figuring out the components for a new build. It's been 7 years for my current desktop, which is perhaps a bit too long. I do believe in quality and I am willing to pay a little more for it even if I don't take full advantage of all features. I am looking for some recommendations for which motherboard I should buy.

Here is what I have so far:

CPU: i7-9700K
GPU: EVGA RTX 2070 XC Gaming

Considerations
1. I was hoping to keep it under 200 CAD but I am willing to let that slip for the right reasons.
2. I would like a somewhat compact build so I am thinking micro ATX form factor.
3. I do not intend to upgrade components over the lifetime of the build.
4. I do not intend to overclock beyond the slight factory overclock on my graphics card.
5. Aesthetics are important to me but not at the cost of reliability.
6. Temp/noise are important to me. Not sure how much that has to do with the mobo.
7. Good customer service/response to security concerns are important to me.

From some research, the [urlExt=https://www.msi.com/Motherboard/MPG-Z390M-GAMING-EDGE-AC/Specification]MSI MPG Z390M Gaming Edge AC[/urlExt] and the [urlExt=https://www.gigabyte.com/Motherboard/Z390-M-GAMING-rev-10#kf]Gigabyte Z390 M GAMING[/urlExt] have popped up as contenders.

Questions:
1. Any comments/recommendations?
2. For my purposes, does it make sense to go for a z370/other instead of a z390?
3. Is there a mini ITX option that would be better than a micro ATX?
4. If I were to go with a standard ATX form factor, which is recommended?
5. I have seen some mobos with m2 heat sinks included. Is this a gimmick?

Many thanks for any help!

 

[ohenryy]

https://ca.pcpartpicker.com/product/Mbzkcf/asrock-z390m-itxac-mini-itx-lga1151-motherboard-z390m-itxac
This is a solid motherboard, small factor but lot's of features inc wifi.
Temp / noise has more to do with the CPU cooling and graphics card you choose than the motherboard.

Depends on your needs but these days not many people actually use the PCIe for anything else but the graphics, but if you plan on having more stuff you need ATX.

The heat sink can actualy work against as it traps heat... depends on the design really. You will be fine with out heat sink.

 

[Kingsmash]

Thanks for the suggestion! I don't expect to need anything more than what a micro ATX would offer. Just interested in good reliability and nice design. Also good to hear about the m2 heat sinks.