I'm Asian. Of course I know how to cook rice. This product makes it easy for ANYONE to make that perfect pot of rice. No more measuring out the exact ratio of rice to water (like dipping your finger to the distal phalange).
The cooked rice is superior to my more expensive 'Premium' cooker. The rice in the Kitchenaid is fluffier and has a better texture.
You can create custom cooking settings.
Besides, it's easy to clean. The ceramic pot, in my opinion, is even easier to clean than the non-stick pot in my last rice cooker.