If it's the best overclocking chipset, that is a huge deal to me. Though I agree we only have a few sources claiming the X38 is a great overclocker, but if true that's a big selling point.
As for PCI-E 2.0 support, it's like the old AGP 8x vs PCI-E debate. Outside of multiple GPU's, does PCI-E have a real world benefit over AGP 8x? Regardless of it being better or not in real world situations, PCI-E 2.0 will become the new standard and thus should be at least treated as a worthwhile bonus.
The best means little if you're only better by 2%, which in my opinion it will only be marginally better. The current chipset are already great overclockers, that's plenty for me and unless you're a serious OC'er then I'd imagine current chipsets are plenty and the increased price is again another factor that makes it not worth it to me. Current chipsets have been shown over and over to reach very nice overclocks.
As for PCIe 2.0 support, again unless it holds a advantage then its pointless honestly. Being the new standard or not means nothing if don't offer a real advantage. If all it brings me is not having to plug in one more cable then its not worth the wait nor increased price.