You're starting at 95W TDP. Once you add frequency (~linear increase) and voltage (exponential increase), you could easily go past 200W with a hefty all-core OC. Meaning VRMs need to be beefy (as they appear to be on the Crosshair VI Hero).
It's mostly marketing, IMO. The fancy heatsinks, the LEDs and the neon glow appeal to the "gamer" crowd, and motherboard vendors are happy to sell the idea that you *need* a $300+ mobo that looks like a space ship in order to reach a decent OC. Usually, the CPU itself or the CPU cooling will become a limitation first, and the actual efficiency of those heatsinks is debatable (they look fancy but don't provide a lot of surface area due to their flattened shapes, and the TIM underneath might not be the best).
You'll be fine with a mid-range board unless you're trying to do something extreme like OC on LN2...
Not saying you should skip VRM heatsinks altogether, but if someone made a proper high-end board that didn't look like the computer equivalent of a ricer, I'd buy it.