Z690, and most of Intel’s low power series CPUs are designed for the small form factor devices like tablets and netbooks. But those low power CPUs can have a drawback. As we see in smartphones and tablets, there is now higher pressure than before on those devices to consume less battery. Those powerful processors require significant cooling components like heat sinks, fans, heat pipes etc., to reduce the rise in temperature caused by heating that CPU more efficiently. Because their fans and heatsinks come with high price tag even compared to mid range motherboards that only provide basic features without such powerful components as above mentioned in mobile processors there is a huge price premium associated with Z690 series mobos for consumers. If you want a cheaper platform I would recommend you look at Asus P8P67 Deluxe instead or ASUS P8Z77-D V1 as an alternative solution which has similar features but lower cost.