Typical ASUS: overcharge for similar (or worse) technology (the V9999 6800nu with 256MB of GDDR3 for the same price as most GT's) or charge the competitor's price for a worse product.
I like ASUS motherboards a lot (which IMO used to be the best in the business, but now are second to at least A-bit), but I think the company is very arrogant and thinks their products are the best, even though they have been slipping as of late.
Side rant:
The A7V133, A7V266, CUSL2/TUSL2, P3V4X, P3B, P2B were all examples of ASUS boards that were top in their class, IMO. The A7N8X is right up there and was the top before Abit trumped them with their second effort, the NF7-S 2.0 in the Nforce2 arena.
However, recently Abit has bested them with the IS7/IC7 series (vs. the P4P800/P4C800), and ASUS is not showing signs of becoming the undisputed champ anytime soon.