The mainstream motherboard market is still predominantly focused on gamers and gaming features. From the useful to the inane, saying a device is gaming is clearly bringing in the sales, and it becomes an all out marketing war. Each company is clearly trying to build a gaming brand beyond the company name, even if it means always being confused at how to pronounce it (Ay-orus, or Or-us?). Nonetheless, it is clear that each motherboard company is piling on the R&D dollars, as well as the design dollars, to ensure that it can convince users to part with some hard earned money in their next build. GIGABYTEs latest attempt is the Z390 Aorus Master, a motherboard that on paper sets its sights on features, aesthetics, and capability.