look fancy and beautiful . many friend aksk I how much do I pay for that . they say look great seem expensive . timer be awesome . very exact . if you want rice 1:00 pm just insert time 13:00 push cooking button . YOu will get good rice 12:59 - 13:01 in my case , timer be very important . because I would love soak rice in the water in a hour before I cook . if I do that taste be much better . but if timer do not exist and I should wait a hour after wash rice and put rice in water . but if I have timer I do not need to do that . I only cook white rice . and it take 50 minite to complete cook . it take longer than the other rice cooker . and as I write before I need soak time a hour . but it dose ' t matter for I . I eat rice every day . good rice cooker be like a bass of rock music . it be taste really good . Zojirushi be japanese company it be famous as cooker company . . I be from korean and we have many rice cooker company . many korean use korean company rice cooker , but some people use Zojirushi product . even it be little more expensive . but I do not know anyone who use the other japanese company rice cooker . I eat rice almost every day in my life -lrb- I be 25 year old -rrb- but it be the best non pressure rice cooker . -lrb- pressure cooker be best . my mother have it but I do not -rrb- I have be use this cooker around 1 year it be work fine so far .