If you use some neons, that's not too ricey if it's done right. But if you have neons everywhere like on the license plate frame, the washer nozzles, inside, outside, on the tailpipe, then I think it's just plain overdoing it.
I just think rice is when parts are slapped onto a car just because it's "cool" at the time. Like putting a huge wing on a stock car is lame, or putting tons of ground effects onto a car with stock wheels. As long it's tastfully done, I don't consider it rice. However, I do think that any huge wing is gay.