MSI looks to make premium X99 boards more affordable. It's nothing new that higher performing components cost more than their pedestrian stablemates. However this price premium seems impact in the X99 market more heavily. Entry-level Z boards start around $100, and boards in the $150 range would satisfy all but the most serious power users. With the exception of top-tier models, X99 boards are about twice the price of their Z counterparts, with basic models around $200 and the best-equipped products starting in the $300 to $350 range.
With the X99A Gaming Pro Carbon, MSI is trying to bring a premium board in at the $320 mark. It would be a compelling option if it succeeds.