When installing the cable on the MSI Z390 motherboard, it could not be fully seated with the USB 3.0 cable for the front I/O of the chassis connected. As previously mentioned, the best fix would be a smaller housing on this end, but simply making the LED diffusing tubes shorter so that I can push them up along the wire just a tad would also be fine.
You may click through several colors and animations with the included controller. The second button allows you to adjust the speed. There are seven main colors you can cycle through. There may in fact be eight, but there is a two-green setting that essentially looks identical to my untrained ARGB eyes. As you can see, the light source is at the end connecting to your PSU lead, which is fine, but the diffusion looses brightness the further towards the end connected to the motherboard or GPU your eyes move. This is unfortunate, but due to the white tubing. Lian Li uses clear but solid plastic leads in their non-Plus Strimer which suffers from the same issue, but not quite as badly. In essence, it is a technical limitation of one-sided illuminations. That said, the XPG Prime ARGB cables still look really cool and are quite fun to use!