The decision
A rice cooker can look like an absurdly specialized appliance until you realize that's the point. It has one important job, it does it while you're cooking everything else, and it doesn't need a burner.
If rice is a regular part of dinner, that convenience compounds. Measure, rinse, press the button, forget about it. No timing the saucepan. No wondering whether the heat is too high. No rice glued to the bottom because you got distracted by the chicken.
Zojirushi is the appliance for someone who eats rice constantly and cares about consistency. Aroma is the one I'd recommend when the job is simply: make good rice without thinking about it.
Why I'd spend more
The Zojirushi feels like a product designed by people who take rice very seriously. That's either exactly what you want or completely unnecessary. The more often you use it, the more rational the premium becomes.
The Aroma is the counterargument sitting right next to it: rice doesn't have to become a hobby. For a lot of households, inexpensive and automatic is the entire brief.
Zojirushi NS-TSC10
More refined control and the kind of appliance that makes sense when rice is a regular part of dinner.
CHECK AMAZON
One appliance rule
Counter space is expensive. I don't like appliances that live on the counter because you imagine using them someday. A rice cooker earns permanent space only if you actually make rice. If you do, it can be more useful than a much more glamorous appliance.
The one I'd buy
Zojirushi if rice is a staple. Aroma if it's just another side dish.