I'm of the opinion that the few remaining board makers are all within a stone's throw of each other. It comes down to pricing and feature set at the end of the day.
So many of us started this hobby back in the day when there were something like 20 different brands out there and there were actual quality differences between makers and boards. In my time personally, I've owned DFI, Biostar, Abit, Chaintech, Epox, Asus, and Gigabyte. Ironically, the only one that I can recall that was DOA was the Aus. Now, I know if I went back to the store and bought 5 more of those same boards, the overwhelming likelihood is they would all work flawlessly, I just got very unlucky. But unless you're working for a tech site or you have just a TON of time and money on your hands to own and play with multiple boards a month, our experiences are pretty limited.
For what its worth, I've been using Gigabyte since about 2014 and have had excellent results. My next board will be here this week for my 13900k, and it's the Gigabyte Aorus z790 Elite; on sale at my local MC for $240. I'll post m y thoughts once it's all built and working.
Long story short though, I'd just figure out a price range/feature set you're pretty firm on and then research individual boards that fit that for you and see what people/tech review sites/youtube "experts" are saying and don't worry about preconceived ideas of "quality boards" that are liekly tainted (for most of us) from building experiences 15 years ago.