Why no modular controller from the big three?

[SonytendoAmiibo]

Hey there. This is the third controller thread I've seen today. Controllers must be a hot topic right now. The ultimate controller ever made was the Game Cube controller. You do realize it was out before the first X Box controller and had the offset stick configuration. MicroSoft stole the offset stick setup from Nintendo.
Having a swappable component OEM controller is a cool idea, but it would not be a pack in controller. It would be an elite OEM that would sell separately.