I have to admit my main factor in choosing a motherboard was the aesthetics. I spent a lot of time on my case, there isn't one single standard computer screw, I through bolted all my fans with neoprene gaskets and washers and even made my own aluminum wire boxes to hide all the wires from my front and rear fans. I've read a lot about X570 motherboards and followed all the leaks and trade shows before the launch and there are a lot of mixed opinions about the chipset fans. For me I just don't like them but you are right that it would probably never even run on my system because I'm not a gamer and I never stress my system much. The case I built has 12 Arctic P12 120mm fans that I run at 1200rpm (about 3/4 speed) on two Lamptron FC5 V3 fan controllers, it moves about 506cfm and I measured it at 28.2dB so air flow isn't a problem. After I build my new system in the case I plan to make custom sleeved PSU cables with sleeve and wire from mod-one for my Seasonic Prime Titanium 650w so looks are very important to me.
I only need a MB, CPU, RAM, M.2 and GPU and I budgeted $1,500-$1,600. Since I'm not a gamer I was planning on a small GPU, I was looking at a Gigabyte GeForce GTX 1650 OC 4G since it doesn't require extra power and is small and won't block a lot of the motherboard. I run my system 24/7/365 so power draw in of some importance to me, my last up-time on Windows 7 was 201 days. I think the 15-16 hundred might have been before I needed a GPU and decided I wanted better RAM so I might have to increase my budget a little.
I read about and look at the ASUS boards and it's pretty ridiculous in my opinion to charge that much more for basically a useless waterblock.
Here's a picture of my case with it's 76" of remote controlled RGB lighting.
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