This week, Asus announced two new motherboards. One is called the ASUS ROG ZENITH EXTREME ALPHA and the other is the ASUS ROG RAMPAGE VI EXTREME OMEGA. Both are aimed at the highest-spec AMD and Intel processors — AMD is the Alpha, Intel is the Omega — and both signal that fact with an overabundance of overheated superlatives.
I love motherboards and I live for the hype surrounding tech. But I also value language, and this latest volley from Asus seems to have surpassed my threshold of tolerance for extreme self-praise. You might say it’s the zenith of hyperbole, but who really knows where the omega of all this alpha-male verbiage is to be found?
IS A ZENITH MORE EXTREME THAN A RAMPAGE, AND SHOULD I PREFER TO BE THE ALPHA OR THE OMEGA?
There’s a serious point to be made here, which is that none of this language is particularly helpful to a person trying to make a purchase decision. The Asus brand is valuable, yes — I think this company makes the most reliable motherboards in the world, and I’ve felt that way for over a decade. But what does Republic of Gamers (the "ROG” in the above names) promise you as a consumer?
What’s the qualitative difference between Zenith and Rampage, and, more to the point, how does either tag differentiate these top-of-the-line models from those below them? The Extreme part of the names I can give some credit to, because it indicates a certain level of torture-tested endurance engineering with both motherboards. But the Alpha and Omega stuff at the end is pure fluff. It’s linguistic go-faster stripes.