MSI Lightning Hub
MSI Lightning Hub is a Lightning-exclusive web-based control panel for the graphics card. You can see the sensor outputs, adjust clock and voltage, RGB lighting and the output of the LCD screen.
Since the web can't directly communicate with your graphics card, you still need to install software on your PC. This software connects to MSI's web service, receives the commands you input in the web app, and then sends those commands to your graphics card.
When installed, several background programs are running on your machine, thankfully none of them use a lot of memory.