If tech youtube is to be believed ASUS is quite the sinking ship at the moment, which is sad considering they have been such a cool company for many years.
I remember when toggling a VRAM option within their EFI BIOS caused it to brick after one of their firmware updates on many of their motherboards where their support gave you the run around or refused to honor the warranty/issue an RMA until you threatened legal action.
They also have failed to properly follow specifications for ACPI, and did translated IO while claiming to support PCIE Atomics (which are mutually exclusive options).
The market is so concentrated, and they are failing so hard, its just a matter of time before a new entity entering the market with a slightly less comparable board could be financially viable.
Asus started to branch into making other equipment. Their notebooks were good quality and their premium notebooks were innovative and risked eating into markets of other manufacturers. Complaints were raised that Asus had a conflict of interest as they were an ODM making equipment for companies like Apple but then able to leverage that to assist their own business. Asus was then split to remove conflict of interests.
But the conflicts of interest persisted. And even got worse when Asus released its hit Eee laptop product. The first so-called netbook, the low-end PC sold 5 million units at the start and presented a real threat to Pegatron's customers. They were eating in other companies' market share. "
https://asianometry.substack.com/p/asus-explained-a-rare-tai...
The idea was Asus could use knowledge they obtained making products for others to make their own products. Not only that, the Asus brand was becoming more known, the risk was the consumer might buy Asus products (they made quality products for those other big brands right? Why not go direct).
Apple was rumored to pull back from using Asus as a manufacturing partner for this reason.
Nasty but also not surprising, sadly.