there's alot of config for 970 led, inc stuff like breath effects, reaction to music, flashing, you can set flashing brighness to be dependant on core clock, temp, utilisation% etc. there's quite alot.
It's all new to me and still deciding what to buy. It's all mostly there, I have ordered the S340 and a MSi X97M Gaming. Now just waiting on payday and buy the rest.
I've now seen that OCUK does a 970 with the reference cooler. If I knew that they would of done that sooner I would of gone with the Corsair 240.