In the current market motherboard (and indeed almost all component) performance is very close. The days of a large performance advantage between boards using the same chipset are long gone. That is unless someone makes a HUGE mistake (like runs traces completely wrong). Now, the thing that differentiates different products is the features. These are things like power management, extra slots, better audio CODECs etc. It is these items that R&D teams work so hard to drop into what are really identical pieces of hardware at their most basic level.
Military Class III
Gen 3 PCIe
The feature list here is light and of the three listed only one grants a measurable performance benefit. The others are more about stability and durability than anything else.
In the middle (sort of good) -
THX TruStudio Pro
Click BIOS II
This short list is also dubious for a $290 motherboard, but here we are starting to see that the major draw is going to be in the components and the Gen 3 hardware built into the board.
Floor Mats -
Ferrite Chokes (even Super ones)
1 Second OC
We are pretty sure that you can understand the list here. Features like the 1 Second OC and Super Charge have been done by other manufacturers, but are still nice to see here.