Well, I think Zap is on to something, but Locut0s, I think you meant to write, "They are well known as an inexpensive brand and quality wise are very much in the middle from what I know," because that's much more the truth than assigning AsRock a place down with ECS.
I, too, have over the decades built with both high end and low....low end the likes of PC Chips, FIC.....and high end like the best Asus, Gigabyte, Intel can provide (plus the rare SuperMicro I bought over the years), and let me assure you, AsRock is anything but cheap like ECS, et al, and compares much more favorably to comparable boards from Asus and Gigabyte.
My wife's computer, a 2500K running at 3.8GHz w/8GB Corsair Vengeance DDR3-1600 and a Sapphire 2GB 6950 video card, was horrible getting a stable overclock with the original Gigabyte Z68-UD3H board she had. Scrapped that board for an AsRock Z68 Pro3-M and it's just worked and worked without a single issue. Accepted the OC settings and hasn't missed a beat in the 4 months its been running.
Now, am I equating all AsRock with all high end Asus/Gigabyte/MSI/Intel boards out there? No, but AsRock certainly has got its stuff together by offering all solid caps on its boards at price points neither Asus nor Gigabyte hit....granted, the caps are probably Chinese instead of the Taiwanese or Japanese caps boasted about on the Asus/Gig. boards, but only time will tell about their ultimate longevity. For the short term, though, the AsRock is doing everything I've asked of it as well as any other board I've used in recent memory and actually better than most have acted.
I'd definitely pick up an AsRock for another build, esp. when price is a large constraining factor....wouldn't hesitate to buy another.
I honestly think your perceptions of AsRock are a bit skewed.