I recommend the ASUS Z87-A to people. It's had great reviews. I'ts a proven overclocker, has 8 power phases and all the features 98% of users need for $120-140 depending where you shop.
If you wanted a very robust motherboard with the kitchen sink included I'd say look at the Z87-Deluxe which includes Wifi and Bluetooth. This gen of Intel motherboards doesn't need to be as heavy duty on the power delivery side due to integrated VRM in the Haswell CPUs. This saves money on most SKUs. Motherboards like the Sabretooth and Maximus have much better caps and chokes, but who needs those? Maybe people with lots of liquid nitrogen on hand. Nobody else does. Especially not for this generation.
On the AMD side right now, it's advisable to get a Sabretooth or Crosshair mobo because they have very robust power delivery. That's why most people are pushed towards the pricey boards. If you're on the AMD side for the last few years, coming over to Intel, you expect to need a pricey board again but with Haswell that's just not the case.
If you step up to the 4930K, get the Rampage board. If you stick with a 4770K, get something in the $120-150 range and it'll do everything you need. Sure, you could spend an extra $200+, but why not spend that money on really good imported beer, or perhaps some Johnny Walker green label which you can enjoy while using your new computer? Or if you're not drinking age, lots and lots of pepsi.