I just don't know how the msi boards are for ddr4 z690 and bios and all that . I've always liked asus. So idk
I'm on MSI Pro Z90-A DDR4 version and all I can tell you is: your mileage may vary.
I stayed away from Gigabyte as even though they seem to offer the most VRM bang for the buck, their firmware had issues with memory OC from day one. Asus was way more expensive (considering feature sets), and even though I managed to find a good enough deal for the TUF, in the end I went with MSI Pro for the better PCIe slot layout (as it pertains to my needs).
The MSI board is a mixed bag: on one side the initial UEFI version lacked proper control for disabling E-cores, on the other side the new version fixed this but has introduced some problems with the CPU voltage Advanced Offset options. After 2 hardware UEFI resets I gave up on using Adaptive + Advanced Offset and went with the simple Adaptive + Offset option. Both UEFI versions have broken sleep with XMP enabled, the PC crashes when attempting to wake from sleep.
Memory OC is a mixed bag as well: personally I'm reasonably happy with my 3800MT/s oc with tight timings (15 17 17 35 CR1), even though I'd eventually like to try 4000MT/s. Best I could get on first UEFI version was 3900, and the second firmware version didn't really give me the confidence that OC consistency has improved, if everything the memory training seems to be producing more inconsistent results. I'm using 2x32GB Crucial 3600 CL16 sticks, so Micron dual-ranked - AFAIK 4000 MT/s is the most I can expect. From the MSI forums I hear people are having problems with 4 DIMMs and XMP enabled, they're also getting impatient as MSI is dragging it's feet.
I know nothing of NVME issues, but then again I focused on the issues I encountered myself.
Bottom line: MSI isn't a hard NO, but plan your build carefully - I strongly suggest you go with a 2 stick config for now. If I had to choose based on UEFI maturity alone, I think I would go with Asus right now, even though personally I was able to bring my MSI build to a good place in terms of performance. If ASUS VRM quality is REALLY an issue, as in proven based on more verififed reports, go with MSI. That being said, on paper the TUF has a solid power stage, better than the one on my MSI Pro.