It what may look like MSI paying GIGABYTE back in its own coin (of copying color scheme and nomenclature), but is actually a completely different target market the company is going after; the new ECO line of motherboards by MSI offer essential feature-set to mainstream desktop builders, while cutting down greatly on redundant components, costly dyes, and over-the-top packaging materials. The boards also feature energy-efficient VRM designs, to cut power consumption down as much as the platform can allow. MSI unveiled three ECO products, the H81M ECO, the B85M ECO, and the H97M ECO.