The Lighting up part actually kinda sucks. Because, unless you can turn it off, you are going to have a ridiculous amount of red light being illuminated from the card into your case. And that is going to conflict with any other illumination that you currently might have.
Its essentially looking to be as annoying as the Creative Sound Blaster Z/Zx cards which have two ridiculously bright red lights, which clash with damn near everything in a case because they are so bright. The 290X is going to be covered with them.