As for the Intel board models, avoid the PRO Z790-S completely (too low-end components, no Flash BIOS Button, also see
here). PRO Z690-P, PRO Z690-A, PRO Z790-P and Z790 Gaming PRO WIFI are better, still saving money on some components, but they're already good for up to mid-range CPUs (because nowadays even an i5 can draw a lot of power, and for a high-end CPU they would be a bit of a mismatch). Also see
here for a comparison of some boards.
MAG Z690 Tomahawk WIFI or PRO Z
790-
A (MAX) WIFI are the ideal picks if you don't need any RGB or fancy looks. Compared to the Z790 Edge/Tomahawk, these use the Intel I225-V LAN chip instead of the sometimes problematic I226-V. They also avoid the ASMedia SATA controller chip for two extra SATA ports which has proven to cause lots of problems on other boards (and should therefore always be
disabled there), and of course they're cheaper too.
Then already come the Z690 Edge, Z790 Tomahawk and the Z790 Edge, all nice boards if you want RGB (but as mentioned above, disable the ASMedia SATA chip).
ACE and UNIFY models are nice boards too, but can be getting a bit too expensive, especially the Z790 ones. Sometimes the Z690 ACE/UNIFY are offered at bargain prices, then they become a good deal. Lots of high-quality components are used on those, especially in the VRM section, enough for any setup. That also means that anything that goes even further, like the GODLIKE, is overkill even for a high-end build. Personally i would never go higher than an ACE/UNIFY model.
The GODLIKE models are completely out of the question with Z690/Z790 due to their price tag, those are for users with more money than common sense nowadays. Overkill on every level, but it doesn't make it the best board model, just the most expensive one. The buyers are seen as "
whales" (Youtube). It's usually better to get a board that sells in bigger volumes and uses the most reasonable high-end parts. By getting a more commonly sold board model, there will be a far bigger number of users providing bug reports and other feedback to MSI to hopefully help them sort out any issues.