Let’s compare the two different types of lecithin: liquid and powdered.
A liquid is generally 80% oil and 20% lecithin. In that application, you would use 80% oil and 20% Nu-RICE to achieve the same/similar functionality. In these ratios, Nu-RICE should be equal or possibly cheaper in cost at last calculation. In powdered lecithin (de-oiled), the Nu-RICE should be substantially cheaper in cost.
In virtually all applications, for Nu-RICE to function, it requires water. Chocolate or other systems with limited to no moisture, create problems for a high HLB emulsifier.