I've used MSI for years they do have a bit of overkill on the gaming look, but I currently only have their motherboard as a product, They are actually a decent brand in my experience.
However when it comes to next hardware it'll not be MSI mainly as i am all amd now and so with GPU's it's sapphire and with motherboards is where my choice is changing and that is over to Asrock next time, since when they were doing the 370x bios updates, not only was it asrock that set it in motion but they were way ahead of the other brands, with even expansion card options on boards for extra features the other brand want a lot more expense on the board you buy.
As for the XE chip i've nothing against it, there drivers improved alot and while I'd not use it as a main GPU in a product like this it's certainly an option, thing is price is the overriding key factor get it wrong and it's got no chance.