After Intel officially launched its brand-new Alder Lake CPUs a few months ago, more and more compatible Z690 motherboards are being released, some of which are apparently designed for very demanding gamers with deep pockets and sky-high expectations.
https://www.notebookcheck.net/Alder-Lake-motherboard-for-US-1-399-ASRock-launches-the-water-cooled-Z690-Aqua-OC-with-a-hefty-price-tag.594158.0.html