I can sort of answer this, as I've written about this before, but a lot of people don't seem to believe me, despite the fact that I have lived in Taiwan for 15 years of my life and been to the head quarters of all the motherboard makers except ASRock. Yes, that includes DFI, ECS, EVGA, Biostar, Jetway and more. I have also asked some of them about this in the past.
The QVL isn't marketing from the motherboard makers side for sure, unless they make their own DRAM of course, which I guess only Gigabyte has done and it wasn't widely available afaik.
However, it most definetly is marketing from the memory module makers, as they pick the kits they send in to the motherboard makers, especially during the early days of a new platform.
In fact, the motherboard makers buy very few of the kits in the QVL, as this is only done in rare cases when they have to test a specific kit they don't have, due to complaints from users to support.
Another thing to keep in mind here is that not all memory kit makers have a working relationship with all of the motherboard makers, so some brands would be missing entirely from a QVL, but might work just fine at the end of the day. Some of this is based on the fact that there are memory makers that do branded kits for one or the other motherboard maker, then the others are less inclined to work with them.
Yes, the QVL can be an ok guide, but ultimately, it's just the memory kits at hand at the motherboard maker and it doesn't mean other modules won't work or work better than the ones in the QVL. It's important to note that the QVL only applies to the same testing conditions as the board makers used as well, i.e. same CPU model, UEFI release etc.
Also keep in mind that the motherboard makers generally only tests with the default settings or the various profiles available and won't try any kind of tuning/tweaking. If they have an in-house overclocker, that person might do such things, but those results are not posted on the QVL.
I should also add that some memory makers have their own QVL's where they test different motherboards with their RAM, which might be different from what the motherboard makers QVL for the same board.