I'm gonna be taking a look at this board soon though. I'm gonna be moving my E6600 into my HTPC once my Q6600 gets here. I've had great experiences with Intel mobo's in the past. You can't beat their reliability. Their downfall is though, no overclocking.
I may try the ASUS, but I'm not even sure I'll be overclocking, since it's in an HTPC, but I might like to have that option down the road.
Reliability? Pfff... The majority of boards are reliable. It's how fast it performs that matters and a stock board with no OC options is a slower contender.
The fact is if you have a reasonable amount of money and the knowledge of how to build your own system and overclock it, you will always have a better system than someone with oodles of money who buys the most expensive system, barring extreme or unique exceptions.
Its probably perfectly fine for those just wanting something where OCing isnt needed or involved. Intel does make some good mobos. If you want to overclock a matx mobo you'll need to get the Gigabyte or ASUS.