I have mixed feelings about Gigabyte. This is mainly because of BIOS problems, shared for the whole motherboard line. Once you think they solved it, it comes back 2-3 versions later. I mean mainly RAM support and higher voltages (on some versions, above 1.435V won't even post and 1.45V is XMP/EXPO for some memory kits), but some other single issues come and go, too. Most problems can be skipped as they are not important for most users.
I still like how Gigabyte uses multiple M.2 PCIe 5.0 sockets, while other brands limit them to 4.0.
ASUS is more reliable and their BIOS support works well. I still can't say if every motherboard is good as I mainly use mid/high series like Strix or higher.
In about 3 weeks will be the premiere of X870/X870E motherboards. I'm not saying they will be cheap, but I also don't know what options we will get in the first weeks. ASUS and Gigabyte have their new models listed (only the highest chipsets). ASRock, MSI, and others don't have anything on their websites. Some models look pretty good and for sure will have longer support than the current series, which has been with us for many months.