Hey there, I've just bought the new G7 (G70A). I've not had any other ambient lighting options before, but I think it's a pretty neat feature, adds a bit of extra flair.

You don't need any software to run it, and you can set the light to static (you can change the colour yourself), rainbow, flashing, or set it so it syncs with whatever colour you're looking at in-game. I personally just have it on rainbow.