I bought one of these when it first hit the market. It's true, you can nuke your noodles in any old bowl. BUT, if you are the kind of person who eats ramen noodles because you like them and not just because they're cheap. If you are the person who buys the dollar-a-pack noodles in the Asian food section and cooks them in a pot, testing and stirring till they are perfect. Then you can understand what this little bowl does. It makes perfect noodles, every time, without all the tending and stirring. It's not just about getting the ramen cooked, it's about getting it cooked right. That is what this bowl does.