Here's the answer:
The k70 non-rgb does not support any kind of programming. It does, however, have reactive typing and can store one profile for a certain set of lit keys.
To activate reactive typing (let's call the three round buttons at the top B1, B2, and B3) press ctrl+B1. All of your backlights will turn off. Then whenever you press a key, it will light up for about half-a-second.
To adjust backlight brightness press B2. There are four settings (one of which is no lighting).
To select a set of keys to light up hold down B1 until you see the ring around B1 start to flash. While it's flashing any key you press will toggle on/off. When the one's you want lit are on, hold down B1 until it stops flashing. Now whenever you press B1 all backlights but those you selected will turn off.
B3, when pressed deactivates your "Windows" key so that you cannot accidentally minimize your fullscreen games.
Sadly you cannot store more than one profile; I've looked long and hard.
Hope that helps.