I've been in the same position but I've settled on the Aorus Master. This isn't so much advice for you, it's more just my thoughts in the hope it helps.
I've always gone Asus but I feel this time around Asus have pitched their equivalent products too high.
I've looked at 5 sets of boards - Asus, MSI, Gigabyte, EVGA and Asrock.
Apart from Asrock they all have a top tier board - designed, or made to look like it's for LN. I'm not interested in that - particularly if it has only 2 ram slots. I'll never go near dice, ln etc. I'm going to run a fairly competent custom loop.
MSI for some reason seem to have pitched a top tier board but no high end boards.
Gigabyte on first glance seem to not have the high end boards, if you're looking at price. However they've revamped their line up for Z390 and their prices seem significantly lower than their competitors.
Asus have a good solid lineup as always, they have the best BIIOS and they seem to bring in the newest features, but I feel they're charging a lot for it. There's been some talk of VRM stuff but from my limited perspective I don't think it has any real merit.
Asrock boards I didn't like the look of.
EVGAs top board looks a bit too geared towards LN for me and the only other one they have doesn't seem to do what I want.
So I felt it came down to Asus or Gigabyte for me. I want to have loads of fan headers (not essential for what I want to do but makes it easier) and I wanted beefy VRM. That meant it was going to be an XI Code or Aorus Master. The code comes in at £360 and the master at £275. If I was to go for an Asus board at the price point of the Master it'd be the XI Hero.
So for me the Master has more of what I want than the Hero.
I found that attachment really helpful. It's from a well respected member here. He's tried (in the green section at least) to rank them in relative order.