Hexus posted a review on the Asus Z170 Pro Gaming/Aura
A quote from the article:
Lights and 3D-printing ahoy. Motherboard manufacturers are in something of a tight spot. The dominant CPU player is Intel, especially for the premium boards that allow the motherboard guys to eke out decent premiums.Asus Z170 Pro Gaming/Aura Review @ Hexus
Problem is that Intel has integrated more and more functionality into its CPUs over time, leaving the supporting partners with little means to differentiate when running the PC at stock speeds.
Necessity, of course, is the mother of invention, so we've seen the big motherboard players up their style game, add in all manner of lighting, beefed-up audio, Ethernet and comprehensive BIOSes.