Agree with every statement you made. MSI > ASUS as a company, but MSI < ASUS for firmware and overclock focus. EVGA had them all beat, but now they are irrelevant.
What is so stupid is MSI marketed this motherboard as being targeted for overclocking, especially memory overclocking, then they do something extra stupid and gimp the firmware options related to memory overclocking. What the heck? Nuts.
Conceptually same as the Lightning. "Hey guys, here is this extremely expensive GPU designed for extreme overclocking. You won't find out you're getting screwed until you buy it. Core is not binned, and no... no XOC BIOS for you. Only our chosen few. Hurry... buy it... quantities are limited." Screw 'em. Scammer losers.
And, now there is this... the good old days are gone for PC enthusiasts. At least until the AI bubble burst and they find out they actually DO need us. Right now we're getting shafted left and right. Gee, thanks Lisa Su. Witch.
Speaking of AI... LFG...