Man, I must be in the minority for using a rice cooker and my hand to measure the water!
I've made rice since I was a kid, but never taught to measure the water with a cup or any sort of container (long grain rice from Asian store, stuff from American grocery store tastes different...don't know why). Two ways to measure: 1. with the palm of your hand, lay it on the rice, gently, and the water should come up somewhere betwee your knuckle and the middle joint on the finger. option 2 is to stick the middle finger in the water, touching the rice and it should hit in the middle of the two lines in your finger.
Brown rice is different, I usually put more water than I do for white rice.
Probably bad news for me if I ever want to teach someone how to cook rice. :?