Actually the "top of the line" G910 gaming keyboard was marked down to a lower price when I got this, but too much "gamer" stuff on the G910 and not for an 'older professional' who wants to appear more mature than his 13-year-old gaming son. IMO the G910 wasn't selling as well as hoped, and the G810 is (to me) the superior model in design, appearance, and performance. This G810 looks professional on the desk, has OUTSTANDING color display (note that the 'special' keys on the number keys are also illuminated -- missing on many of the other illuminated keyboards - aren't these ! @ # $ % ^ & * ( ) the ones you can never remember when typing in the dark?), no "bottom of the keys" light spillover that takes away from the illumination focus, superior engineering on the Romer-G switches (Check out the tour of the Romer-G factory in Japan on YouTube), and feels like a BRICK in the hand (a GOOD BRICK) with heavy-duty construction. The 3-way adjustable tilt and huge rubber feet on the bottom will keep this from sliding around on any desk, including glass-tops. The only thing that makes this look like a "gamer rig" is the FABULOUS and CRISP color displays... which are easy to see even with the lights on in the room > fully adjustable to get it just the way you want at home or at work. I may be an old-timer, but I don't mind showing off a little bit and this keyboard is an EYE-CATCHER when the lights start doing the 'wave' across the keyboard! I read all the reviews and fiddled with the keyboards on display and there seem to be "Logitech Nay-Sayers" who can't bear the idea of using anything other than the older design "cherry" keys. I have gone from manual touch-typing > to I B M Selectric > to I B M 'clicky' keyboard (still one of my favorites) > to membranes > to whatever-cheapo-keyboard Dell includes in their educational computers > to a Saitek PK17U Cyborg > to this keyboard. This one is the best by FAR! Re: keys... you get a little 'click' so the sound and some tactile/touch reinforcement for keyboarding (typing) is there, but not too loud and for me just enough to let me know I hit the key. Yes it feels different from the cheapo Dell keyboard i just unplugged and replaced, but every keyboard is different and this one feels like driving a luxury car! Speaking of my son, he is now looking over at my new keyboard and looking at his illuminated keyboard and I think I know what he will be asking for come Christmas. Fortunately, the box still had the promotion of free download and activation code for "The Division" so the kid has something to keep him busy until Santa Claus comes. If you are an old crab like me, but like a little 'sizzle' when using your computer and want to treat yourself to a smooth-as-silk keyboard... this is the one I would recommend. Leave the "whoopee" keyboards to the kids. PS - you can hit a quick button on the keyboard and turn off the light display if you want to turn off the light show for a while.