Not that I'm an authority, but the mobos with a Creative chip were not considered to be anything great in the reviews I have seen. (If they put an Audigy chip onboard, I'm sure that would be great.) Different mobos with the same or similar sound chips are judged to sound different in reviews that use experienced high fidelity enthusiasts. Exactly how the implementation is different I don't know. ASUS often uses a CMedia chip in place of the sound built into the chipset, presumably because it is somehow better. They did this with some of their premium-priced nForce boards. I built a system with an nForce chipset mobo (the low-end ASUS A7N266-VM. It can do 6 channels). The sound section is identical in all nForce chips and is the same in the new nForce2. I think the sound is very nice using Logitech Z560s. It isn't great hi-fi, but is very nice. It sounds excellent with decent headphones. Z560s don't have terribly accurate sound, but they have impressive impact, which probably is what most people like and want. I know I enjoy it.
I think for most people who are not afficianados of high priced equipment, the sound difficiencies they hear have more to do with stuttering and "static" caused by some incompatibility or the way a particular game handles sound. I have heard people say the sound on the ECS K7S5A is terrible. It sounded good to me. (but there apparently are several variants of this mobo. Mine uses the SIS sound driver.)
Anand himself did some tests and conclusively proved that on-board sound for many mobos does not load the CPU in a way to adversely affect frame rates of games any more than a separate sound card does.