Features
In the current market motherboard (and indeed almost all component) performance is very close. The days of a large performance advantage between boards using the same chipset are long gone. That is unless someone makes a HUGE mistake (like runs traces completely wrong). Now, the thing that differentiates different products is the features. These are things like power management, extra slots, better audio CODECs etc. It is these items that R&D teams work so hard to drop into what are really identical pieces of hardware at their most basic level.

From Asus you get quite a few nice features and a few that are like when a car company lists floor mats in your list of features.  We will break these down into those categories.

Excellent
4 PCIe 2.0 X16 with CrossFireX and 3-Way SLI Technology support
MemOK!
Onboard Switches: Power / Clr CMOS
USB BIOS Flashback
ROG Connect
RC Bluetooth
ROG Extreme OC Kit
ASUS Fan Xpert
ROG Extreme Engine Digi+
iROG
ProbeIt
CPU LeveUp
Extreme Tweaker

As you can see these are real features with some real value to the user. Items like the ROG Extreme Engine Digi+ provides a great blending of digital and analog power management. On the other side the ROG connect and RC connect are great for the overclocking testing from a bench.  The simple items like the CPU LevelUP, Extreme Tweaker, MemOK! And others also provide value for the enthusiast and overclocker as they provide great flexibility for tweaking the system.

In the middle (sort of good)
Loadline Calibration
Voltiminder LED
COP EX
ASUS C.P.R.

These are nice extras but are not items that are going to push things over the edge for a buying decision.

Floor Mats
ASUS MyLogo3
ASUS EZ Flash 2
ASUS CrashFree BIOS 3
Q-Fan Plus
ROG BIOS Wallpaper
ASUS Q-Connector
ASUS Q-LED
ASUS Q-Slot
ASUS Q-DIMM

These are the types of things that are filler; again they are nice, but they do not make the board what it is as they are pretty much on all Asus boards with the exception of the ROG BIOS Wallpaper.

We will cover some of these features more in their proper places but for now you can see the listing of what we see as real and what is filler or brand wide.