That puts you up in some pretty hefty mobo territory, largely unnecessary unless you are planning some sort of specialized build. You can get a reasonable mobo for sub-$100 and a very good mobo for sub-$150... but it all depends on what you want to do with it.
I don't want to overclock. Still.. there are things like multiple copper layers in the PCB, gold plated socket pins, stainless still/silver plated outputs, more PCIe, good audio chip (I know it can't compared with a real sound card.. but this last one isn't needed for me), Japanese long-lasting capacitors.. it's to get this, and hope I won't need to change mobo for many years/won't be bothered by any trouble, that I am considering a Z(87/97)X-UD3H (even the BK special series, shipping after 1 week of server grade tests, which means no DOA risk and high-binned mobo, as they sure sell as normal version boards failing it lol).
I need a DisplayPort output, and it's cheaper to pay for a mobo with it than getting a GPU with it; I absolutely want an Intel network card, bluetooth and wi-fi.. getting a mobo with all of this costs less than a cheaper board and buying very good adapters separately.
As for ASUS, I am considering Z87 Plus, PRO V Edition, PRO, and Expert (this one just because Amazon gives a heavy discount in my country.. selling it = the PRO).
ASUS seem to provide more comfortable options.. I mean things like apps for interacrion between the Pc and smartphone and much more, on the other hand they look less sturdy, a little careless to customers, they aren't made in Taiwan any more (unlike Gigabyte), they have me pay for heavy SLI/Crossfire support that I'll never use.
You may wonder why I aim at Z87 and not Z97: well, having to include m.Sata/Express Sata, looks like ASUS/Gigabyte either raised prices or took away some other features to compensate in terms of cost.. for instance GB's Z97 iteration of their UD3H model lacks the DisplayPort.
Thanks all for your feedback, especially Puffnstuff.. what you said is valuable for me, never we know the true face of a brand like when we need customer assistance.