Razer's website was misleading. I think it's software-gimped. Each key probably has its own individual light but as far as I know, the SDK can only light up the designated zones. I'm not sure if they changed that since I tried messing with it, though.
It seems like a very Razer-ish ploy...make their chroma keyboards look so nice, and then people buy the cheaper option, realize it's not what they expected, and then go and buy the Blackwidow too! Ok ok enough conspiracy theories.
Good luck in your quest for lighting, good sir.