@dieter:
Same as you, I've also tried many laptops over the years. I haven't owned them all, but there's a great laptop showcasing mall/department where I live where they display all kinds of laptops from official manufacturers to no-brand retailers where anyone can come and experience, even get to open up and test laptops for hours.
I know what you're trying to say and I agree, especially about how all ODMs deliberately create a confusing array of excellent to horrific laptops like cars and everything else. But you see, I'm just trying to express my dislike of ASUS engineering in general, not saying all of them have terrible value. Based on my experience this year alone, the ROG series particularly the lightweight GL502 and high-end 752 series had absolutely garbage, out of control cooling that makes me question "What on earth are they thinking, releasing these as products". Undervolting and repasting had no effect whatsoever on 90+ temps and not surprising too, since the heat dissipation and ventilation designs weren't comprehensible at all, at least from my non-pro-engineer perspective.
As for build quality, again, disappointing. Whereas Gigabyte, MSI and Clevo have actually improved in designing gaming laptop chassis, ROG models are full of thick plastic bezels and thin/creaking base materials. And I've had my share of chances with Zenbooks as well. Wasn't too happy about the Ceramic/Glass cover on UX430, sub-par rigidity of UX550 Pro build compared to XPS, Spectre, Yoga and Macs, and noticeably rattly keyboard with even shorter key travel on almost all models compared to their last years'. On top of all that, they're actually cheapening out on battery and ports. 15" models using 50~ish WHr Li-On, even less number of ports, constant use of USB 2.0 and slow SD card readers, lack of TB3 and NVMe SSD and so on and so on.
I've always considered them as an underdog but now I feel like they've completely dropped the ball and charging even higher prices for lazy design and engineering. And the way they announce and distribute products, some laptops are released only to be silently scrapped or replaced by a virtually identical model a month later. Others are short on availability, on some distant country's website as a regional model but nowhere to be actually found by any channels. Their entire operation, marketing and engineering are all a hell of an obscure mystery to me, and probably to their own servicing staff as well from my experience.
I don't need a "perfect" laptop, but since my entire work/leisure/education depends on it, I'd like the manufacturers to a little competent at the very least. In that sense, ASUS just hasn't been up to my standard, that's all.