Well I'm pretty sure that the "Formula" boards are for AMD I think you've got your socket a bit confused. The Gene will be appropriate for the i5-3570k but you'll want to be getting the z77 chipset board. The gene is a good choice motherboard but it is rather small. As far as I know the only z77 ROG board that is out currently is the Gene. You won't want to go with any of the other ROG boards atm since they are z68/p67. If you wanted a z77 full size ATX board and wanted to stick with Asus I would say look into the Sabertooth z77 board.
The z77 gene has been out for a little while and is a brilliant board. From what I've seen of the full size z77 ROG boards and, looking at how well the gene performs next to other ATX z77 boards, you won't be missing anything by getting the Gene. It really is a brilliant little board.