Gigabyte does seem to put quality hardware into their boards with emphasis on durability.
See the factory tour:
The only negatives I've seen in reviews is their BIOS options are not as intuitive if you want to overclock. I've built a few PCs with Gigabyte and only "bricked" one when I had a bad BIOS flash. Now I look for dual-BIOS chips on motherboards. Nice to have a safety net.
BF3 has me thinking about an upgrade as well but I think it'll just be a video card change-out. My platform is Intel X58 and it still has some life to it IMO. Now if I was to build a new PC today, I'd start with the Z68 board since the new Intel Smart Response Technology (SSD caching) and Lucid-Virtu video switching are interesting new features. Intel fixed the initial Sandy-Bridge glitch with the SATA ports so P67 boards are an option if you don't need the Z68 features.
Bottom-line: Sandy-Bridge LGA1155 outperforms LGA1366 CPUs all around. You don't really need 6 cores if gaming is the priority. Multiple process-threading mainly benefits video editing. The Intel 2600K CPU beats Gulftown in most benchmarks I've read about and costs much less.
Just on the horizon 4Q11--Ivy Bridge (22nm CPUs) and the LGA2011 (X79) boards
AMD is coming out with "Bulldozer" CPUs but I've not read much about those yet.