Very cool.
I look at (and now purchase) rices the same way some of us do high-quality chickens, or Kurobuta pork, or Anson Mills/Geechie Boy et al. grains, Rancho Gordo's beans, high quality chocolate, coffee, tea, etc. etc. Of course it's a commodity product here in America and other places, but that doesn't mean we can't up the game.
Sure - a little more expensive, but once again, looking at it as price per serving, not really that much more.