It's a little late, but other users may find this answer helpful:

The illumination can be deactivated quickly and easily using AURA Peripheral Drive (downloadable from the ASUS support page).

So with the old Strix you could adjust or turn off the RGB via the Asus software. With this model, I have not found a manual or a video that proves this. We'll have to wait for an answer from someone who can confirm this.