The key-by-key lighting customization allows users to highlight just the keys they need to emphasize and then save the setting directly to the K70's onboard memory.

ENGADGET: Corsair unveils $130 Vengeance K70 gaming keyboard with backlit keys

In a recent shopping study conducted by the Open University in Milton Keynes, U.K. and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a July 4th nighttime sky.

FORBES: On The Cover/Top Stories

In a recent shopping study conducted by the Open University in Milton Keynes, U.K., and the London Business School, scientists found that when shoppers are asked to make a choice among common and closely related items in a grocery-store-like setting, the areas of the brain involved in memory light up like a nighttime sky filled with fireworks.

FORBES: On The Cover/Top Stories