I think it may come down to people getting better results from the DFI boards after paying their own money for them and living with them long-term. MSI boards are okay but I've personally had mixed results. My MSI PT880 board runs okay as long as I learn the glitches. Had an MSI 865PE Platinum that was really glitchy, and ended up dying. Have an MSI 645E Max board that is pretty good for being so old. Have not owned any DFI boards. Lately have owned Asus, Abit, Chaintech, Epox, MSI, Albatron, Shuttle...