The start of a new trend, it seems.

Cherry’s RGB switch design has felt like a compromise from the start. In order to keep the cross-shaped “stem” that Cherry switches are known for, the RGB LED had to be displaced towards the top of each key. Then the light was refracted through a transparent plastic chassis, as if to make up for the unbalanced look.
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https://www.pcworld.com/article/3317698/hardware/roccat-vulcan-120-aimo-keyboard-review.html