Between Asus, GB, and ASRock, I choose by features, but also check to make sure there isn't a buggy BIOS issue or something for a given series or model (GB took until about Sandy Bridge's maturity, FI, to finally iron out their EUFI bugs).
I haven't used a high-end MSI board in ages, but low-end seem to be have too many minor issues for me to want to save money v. GB or ASRock by using them. The components are fine (though the AMD VRM deaths are disconcerting); it seems to be on the software development and/or QA testing side of things they are cutting the corners.
ASRock has excellent BIOS fan control, with 4 or 5 set points, so I really like them for quiet machines. You can use the Windows tool to experiment, then set the BIOS to those settings. I also like the, "Good Night LED," option, for making those bright blue indicator LEDs tolerable. The only quality issue I've seen is that they don't always use the stiffest pins, so their header pins seem to be easier to accidentally bend than others.