This is a "refresh" of the X99 A -- a great entry-level enthusiast board (meaning it is not exactly a bare-bones board, but not exactly a top-dollar motherboard either). With this motherboard Asus tries to balance the feature set for most common needs -- good PCIe connectivity, good upgrade paths, and some bling.
This motherboard, surprisingly, does include an RGB controller. It is a very similar board to the X99 Strix that we just reviewed, but swaps the SupremeFX audio for Crystal Audio and eliminates the onboard WiFi GO connectivity.
Like the Strix, the USB 3.1 solution is Asmedia but thunderbolt can be added via a PCIe add-in card.
I like this motherboard a lot. It performed just about identically to the Strix in our overclocking tasks as well.
Like I said in the YouTube comments if I needed a motherboard now it would be hard to not consider this but I have had so much luck with Gigabyte I would stick with one of their motherboards.