The pricing is out of control. There is no question about that. We've seen motherboard prices virtually double over the last three to four years. The short version is this: Some of that is artificial and some of it isn't.I kinda agree. I paid like $250 for my current board (Z370 aorus gaming 7) which has a great feature set and more than I really need tbh. But now z690 equivalent is like $500, that's just ridiculous.