why buy such a expensive rice cooker instead of a cheaper one ? this rice cooker make the best rice I have ever taste . Zojirushi be a respected brand for quality , and this be a quality device . I like that the cord roll up into the body , and it have a handle for easy transport . the inner pot can be remove easily and be simple to clean . I do not need to scrub it at all , and the rice never burn on the bottom . I like the feature and how easy it be to use . I especially like the timer feature . it be worth every penny and I look forward to use it for year .