I discovered ASRock with my last major upgrade, and unless they worsen horribly, I could stay with them also for next upgrade, for example they offer pro features like ECC memory support also in mid-range models. Installing Win 7 was tricky (with a better prepared install DVD it would have been easier), but for Win 10 and 11 no tricky procedures required. Crossing fingers it works smoothly.
Anyhow my experirence is limited to AMD, IDK if their Intel mobos are as good. I'm gonna stick with AMD, savings on CPU allow me to spend a little more on other things while remaining within mid/low-range costs.