My room is almost completely light controlled, so I can use a very dim light and calibrate my set at the correct level which is fairly dark and will get washed out during the day with any light coming in. I've found the green ambient light to be the least distracting, though I'm considering trying out blue.
I use VE to calibrate my display and find it very helpful. It has an ambient light test pattern. Once you've calibrated the display, the pattern displayed is how bright the backlight should be relative to the display. My green backlight is lower in intensity, but it is below the display and completely indirect.
I think "ambilight" is a cool idea, but it is definitely a gimmick.