I got myself the meme board Asus ROG Strix X870E-E because of the 10x 10G USB ports and USB4, plus the plethora of connectivity options. Every other model I looked at did not have this arrangement of USB ports and PCIe splitting configuration. The same board in X670E is configured similarly, but lacking USB4 and had a few 5G USB ports; still cheaper if you don't need the USB ports like me since it is definitely on the pricey side, but considering this Asus board supports ECC and the MSI doesn't, well, there's no doubts for me.
None of the TUF series had a decent enough arrangement of USB and PCIe splitting for me (NVMe and PCIe slots).
Plus, the sound chip in it seems to be better as per HUB's testing (of the Hero version).
Regards.