Easy-cook then, though that's a misnomer, what it means is they process the rice by soaking and heating or steaming under pressure so the grains make for fluffy, non-glutinous rice. It doesn't actually mean it's any easier to cook (though you shouldn't need to rinse it, etc. though that's not really what I'd call a chore). See Huzenlaub Process. Uncle Ben is the brand of a big Texan rice converter (it used to be called 'converted rice').
I feel at this point, I should put rice in its place. It may have 2.5x as many genes as the humble human, mighty wheat knocks it into a bucket with a mighty 108,000 genes, so about double that. But it cheats by being hexaploid (humans are diploid, so we have two sets of chromosomes – other than our gametes which are haploid and have one – whereas wheat has six sets) so is, in fact, a menage à trois of different plants. It's so large that the fully annotated reference genome took till last year to be published. I, for one, look forward to the final completion of the triffid genome project.