I took a look at it on the Kitchenaid web site. It's certainly interesting. It's includes 21 presets for cooking rice, bean and grains. And it measures the necessary water for each based upon weight and setting. So you don't have to measure the water yourself. It takes the water from a tank.
Interesting in that it doesn't appear to make a lot of rice. I know families that cook a lot of rice and this would not make enough rice for them. This is not a heavy-duty rice cooker/steamer.
We've had several rice cookers over the years. They're very convenient and make good rice. Although we've used them more for steaming vegetables than for cooking rice. Never paid more than $20 at Target for one.
These days I make rice in the Instant Pot. It turns out really well and it's so easy. Haven't used my rice cooker since I got an Instant Pot.