Hardware calibration and profile useful for professional work as it allows multiple laptops to be used without any changes to the colour output displayed. Factory calibration is on point too, pretty much the same colour profile out of the box, than the Datacolour calibration I ran.
However, the Asus software tool needs complete reworking. Typos within interface, app runs buggy and so slow on my Mac M1, its unusable! Only reason to get this proart monitor over the slightly cheaper ROG PG32UQ (which seams to have a similar 10 bit panel and you get HDMI 2.1 144hz) was the hardware calibration and software, and IMO this proart looks better than the ROG (the ROG has a fat bottom chin). But Asus have not invested in good and timely software updates.
Image quality good, but for the price and the fact the PG32UQ with displayport 1.4 and hdmi 2.1exists, you really need to fix the software. It's not acceptable to have poor software on a "pro" monitor, especially when you charge extra to have the software feature.