You took the words right out of my mouth Tom. And yes I can say what you couldn't, with my money I wouldn't buy any of their gaming boards, they are far too plain looking, #1 on the list is the ROG Maxi 7 Formula, #2 would be the MSI Z97 Gaming 7. That is if I was in the market for a Z97 and wanted black and red. But at the moment, I am EXTREMELY HAPPY with my black and green Sniper M5. I hate to say it because I've liked and been using Gigabyte for 11 years but they are going to fall right on their asses with this one. I sincerely hope I'm wrong about that too. I want to see them be successful but not riding the wake of another companies success. They had their own color, logo, most importantly, identity. This nonsense spilled over into the UD boards too. They are using the same exact boring heatsinks (and I do realize you could whiz them off and paint them but why would you want to?) on every board now just anodizing them different colors. You had a choices with Z87, the blue UD3, the red UD4, the gold UD5 and UD7, the green G1 and orange OC. Each and every one was amazing looking. More choices than lots of others. Now it's lets do what Asus does but as little thought into it as possible. Please wake up Gigabyte.