@nadnerB said:

It seems that anything "Gamer" related has it installed.
http://www.asus.com/au/Motherboards/B85PRO_GAMER/

It's generally easy to sell to gamers based on slick marketing and the market's desire for performance above all things often means that they have short memories and don't hold vendors accountable for bad behaviour. So the risks to Asus are low, in a year no gamer will care and Asus can do this again. One of the many risks of dealing with consumer grade equipment.