A lot of people seem to think very highly about the Gigabyte Z87X-OC and the OC Force. From what I've seen it's a pretty good board, although I guess we won't know without more testing. But yeah I do agree that the OC and "gaming' boards do have a lot of distinction this time around - like the Sniper versus the OC versions for Gigabyte. I think highly of Gigabyte right now for doing this - they've made a distinction between the needs of gamers (ex: the Sniper vs the Z87X-OC).
Given the issues that EVGA had I cannot in good faith recommend their motherboards until the models are proven to be reliable. They've got 3 models coming, an ITX board "Stinger", a normal board "FTW", and their EATX model, the "Classified". I mean from what it looks like they are using good parts, but their BIOS tends to be less than satisfactory at launch.
To be honest, by default, right now, if I felt the itch to upgrade, for higher end boards, I'd lean heavily in favor of the ROG boards, the Maximus, which for the past couple releases have been pretty good. The Maximus IV did have some USB 3.0 issues, but otherwise they've been solid. I also feel that Asus has the best EFI implementation of the motherboard makers. Plus when you get the ROGs, you know they're going to to ship with quality parts on board.
My experience with Asrock is limited compared to my experience with the other motherboard manufacturers. I liked the OC Formula series, but thought the "Fatal1ty" series lacked substance. Even so, I do feel it's worth paying extra for the Maximus Formula (not sure what things are like in the US, but here in Canada, the Maximus sold for ~$40 CAD more). Maybe I've become an ROG fanboy. That said, there are boards with unique features, the Extreme 11 X79 I think was one of the few boards with 4 x16 PCI-E slots for example. I was helping a friend build his rig and he seems like a pretty big Asrock fan. From what I've heard, the Fatal1ty branding has become big in Asia so I guess that is why Asrock has made so many boards with it.