For the recent year or two i only recommend ASUS. Hero would be all the board you will ever need. If you want a little more pzazz go with the Formula.
Godlike is complete waste of money. All those features on X99, X299, X399 board yes. On Z370... No. You can't use half the stuff there. MSI is just not MSI from the days of yellow X-Power boards. They sell you marketing material, and the quality is poor at best.
Another real world demonstration of MSI quality of motherboards. Few of my friends who are members of PC Master Race (including me) upgraded in recent months, or are looking to upgrade their rig, and when looking for motherboard they don't select MSI in store's search. Just completely ignoring MSI like you would Biostar if they even exist.
Gigabyte has lost themselves. I really liked the white stuff from X370, and Z270 but they are so busy copying everyone else that they drop their on good products (glory to the green sniper). They were always little bit cheaper. And if i can get white board (or anything but gray and black) which has competitive results (as were mentioned boards) yes i would go with Gigabyte. Gray Gigabyte, or gray ASUS for the same price i would go for ASUS.
I haven't had contact with ASRock board personally so i can't tell you my experiences. Watch some reviews and decide for yourself.
ASUS has 45% of the motherboard market, and that is not just by marketing.