Simplicity to an art form.

The only thing keeping this review from being 5 stars is that there's no on/off button.  Perhaps its a safety feature, but you add rice, and water, plug it in, switch the knob to cook and it does the rest.  When it's done it switches itself to warm and stays on warm indefinitely until you unplug it.  A simple on/off in the back would have been perfect.