Linked is the white keyboard with blue backlight, however there is also a black version with a white backlight for around the same price.
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Pro Minimal design looks futuristic
This keyboard has no casing surrounding the keys, which make them look like they are floating. It's a very compact keyboard and doesn't take up anymore space than it needs to, and it nails the minimalistic approach.
Pro Compact design is great for traveling and comfort
Unless you often use the number pad, it's actually better to not have one. It puts your mouse about 3 inches closer to the keyboard which is a more natural position for your shoulder, making it more ergonomic to use for long periods of time (especially when gaming). Because it's shorter, it's also easier to fit into a backpack or bag to bring to or from work/LAN parties/home etc.
Pro Mechanical switches for fast, accurate typing
The Zorro switches used offer a tactile bump as well as a satisfying click which signifies when the key has been pressed (activation point is about halfway down the keystroke). These work similar to the extremely popular Cherry MX blue switches.
The feedback (both physical and audio) lets you know when the key has been pressed far enough, which lets you type faster as you don't have to press the key down fully. It also lets you know if you mistakenly hit a key, as you'll hear one too many clicks and can correct the typo before typing more.
Con Data entry is harder without a number-pad
Anybody who uses Excel or other spreadsheet programs for even personal use will really appreciate having a dedicated number-pad. This keyboard doesn't have a variant that includes a number-pad.
Con Imitation key switches have poor quality control
Chinese knock-off switches quality varies a lot between manufacturers - some knock-offs provide a similar switch to Cherry's MX line of switches, while others have many issues. The switches used in this board are Zorro, and there is almost no information online about them. Based on Amazon reviews, it seems like these switches aren't as high quality as Cherry MX switches and the stems are a bit wobbly. Your mileage may vary.