I went into Best buy today to do an exchange from a x570 TUF for this board with the intention to have them price match Amazon for $212. The board range up at $140 plus tax, and the employee said…

YMMV: Best Buy in store: $140 for Asus ROG Crosshair VII Hero x470 motherboard

Source: [H]ardOCP – YMMV: Best Buy in store: 0 for Asus ROG Crosshair VII Hero x470 motherboard