Ask W1zz if I didn't tell him exactly this little "ASUS secret" prior to the launch, when he got his chip. I had chips before he did. For all I know, he told that to ASUS and ASUS ran with it. I might have even had retail chips before ASUS did, and if you know a bit of the backstory about Haswell and ASUS, it might even make sense.
Anyway, that's been the general rule since Ivybridge. Since these chips are just IvyBridge with added stuff, bigger IGP, AVX2, and FIVR, naturally the same rules apply to clocking the CPU portion of the chips. The thing is, you can know how good of a chip you have by simply booting the first time and checking the BIOS for stock voltage. The rest of that is all just general BS.
The idea that it's IVB +10c, and that expectation, might be why some people seem to have issues, although most of the guys here in this thread seem to be doing relatively fine for 24/7. Haswell is simply way more than just that.