Thanks for the welcome. All y’all have saved me from one gastronomic gaslighting by the grocery already. 
I’m not at all sure I like this rice at all, though I’m enough of a cheapskate that I’ll be loath to just throw it out. So I have about of 1kg minus a couple of generous self-servings of experiments to try to get it right before I foreswear it forever. When this store sold both ‘normal’ LG and ECLG rice, I consistently bought the NLG, on exactly your thinking: rice is already easy to cook, why would I want a ‘convenience’ version if it only saves a couple of minutes, or whatever? But apparently that’s not the concept of the product at all, as shrinkrap’s link clarifies. (For which thanks again.) The parboiling is before husking, so the effect is produce a sort of ‘pale brown rice’: intermediate in nutrition and in ease of cooking between white and brown rice. So the packaging label “Easy Cook” is IMO really confusing – misleading, really. But then again they can’t really call it “Own Brand Copy of Uncle Ben’s Long Grain Rice”, so there you go.
