I guess they sell all these Motherboards with all these extra features and feel that writing apps to support them at least shows they are trying
The only ones I like are from the companies who have decided it is a good idea to have software that can be used to update drivers for their motherboards
Asrock App Store
Gigabyte App Centre
MSI live Update 6
I believe Asus AI suite also offers this function on newer boards
But many apps aren't worth installing, especially the ones that increase internet speed, they often just get in the way.