For the kind of cooling the average person (basic water/air) is going to be using, I don't see any reason to go beyond the ASUS Z87-A.
I made the mistake with 2 of my builds of going with a premium motherboard. I never use all the features and my measly 4.8Ghz overclock (on air) is hardly pushing the board to its limits. I could have achieved what I'm doing on a lower end board in the $150 range and spent more money on my SSD, etc.
Gigabyte's bios's for Z97 may suck but ASUS RMA support sucks all around. Keep that in mind. You can't beat those Q connectors though.