I believe ASRock is a subsidiary of ASUS so their products should be excellent. I personally have experienced some of their products in the past and I haven't encountered any problems.

Bought an asrock am3 board last year, the exact model was 880GM-LE. The onboard video had some issues leading to BSOD, I contacted Asrock techsupport and told me to go to the store where I bought it, added a few bucks and changed switched to Asus and never had any problems. My first and last Asrock product. If you're gonna buy a high end motherboard just go with the "PROVEN PRODUCTS" like Asus, MSI, EVGA or even Intel.

Asus never fails you

I'm currently using an Asrock Z68 Extreme4 Gen3 motherboard and I have no issues with it. Their UEFI implementation is apparently not as good as ASUS', however you do save some money by going the Asrock road and it mostly has similar features and reliability as far as I know.
I also picked the board, because I liked the all-black design of it when combined with a black case with window, but obviously that's a matter of taste.

I wouldn't know about their tech support as this is my very first Asrock board, but I think it's mostly easier to handle RMA cases with the store you bought it from, so I'd consider BIOS updates, software bundles/updates the area to look for and when I bought the board, there was already a BIOS update and a variety of different software available.

So I'd pick based on price and features. As it seems in reviews, that most boards perform similarly.

If I was to buy any of the "cheaper" boards, I'd choose Asrock. They make solid boards.

I've used Asrock boards on a couple heavy OC'd AMD builds for clients. They are quite good, but don't expect them to be as nice as Asus, Gigabyte, or MSI top-level boards. They tend to be lighter on the voltage control systems, and while the OC features are nice, they aren't quite as adept as a higher-dollar board would be.

As a matter of fact, I have an Asrock in the options for an upcoming Bulldozer build, competing with the brands I listed above. First time that spec-wise they actually are putting out stuff that is competitive for heavy TEC-enhanced watercooled OCs. However, where their 990FX boards are currently 7-layer VCU, Asus and Gigabyte are at 10-layer, meaning more circuits regulating voltage generation, so I think they are low on the list.