OK, to me this seems downright silly, but I assume there are some esports pros, along with thousands [millions?] of wannabes, that might seriously consider this sort of thing.
windowscentral[.]com/steelseries-apex-pro-review
The company does make some decent hardware, but I have to question whether this new keyboard will make anyone more competitive. It lets you set the individual key travel [how far they have to be pressed to register a key press], then save that data to profiles, so you could have everything set up for different games. The range is 0.4mm and 3.6mm.
SO maybe WR or someone as serious [or more so] about gaming will say that only having to press a key .4mm is going to help get them to the top of the leaderboards, but until then I consider this just a silly excuse to spend too much money. ;)