Why not, they have made some awesome boards lately havent they?
Also, i thought Asrock was supposed to be Asus, cheap end line up, but now they seem to be doing more mid range, high end boards?
And a 12v 4 pin on the mobo to SLI / Xfire? would the power connections on the cards not be enough?
ASRock are moving up because ASUS itself is also moving north. With the same layout and chipset, ASRock remains less expensive than ASUS. (This also explains the Gigabyte Calamari - they feel they need nearly thirty Z68 designs to compete with ASUS+ASRock.)
For the MicroCenter fans that have bemoaned the lack of ASRock, that has, apparently, been solved, as MicroCenter now stocks most ASRock LGA1155 boards (they don't stock all of them, and this one is not in their stocks).