Some fancy rice cookers do more than just use a thermocouple. You'll see them advertised as using "fuzzy logic". The brown rice setting uses a lower temperature and takes quite a bit more time than the same amount of white rice. There is also a timer, you can it to have the rice done at a certain time.
The Amazon gods seem to be playing pranks on me at the moment: I use your link to look at the product on Amazon US "Zojirushi NS-TSC18 Micom Rice Cooker and Warmer – 1.8 Liters"
Clicking the link on the page to view the product on Amazon Canada gets me to "Zojirushi NS-TSC18 Micom Rice Cooker and Warmer, 10 cups"
Strange, The US site lists the Liters held while the Canadian site switches to telling me how many cups it can handle.
Fuzzy Logic is actually quite nice when doing heating and balancing using a fuzzy control system. Lotfi A. Zadeh invented it, and I learned it from several books by Earl Cox. Fuzzy Logic is well worth studying.
See this popular model for an example:
https://www.amazon.com/Zojirushi-NS-TSC10-Uncooked-Cooker-1-...