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Is there anything wrong with a gimmick as long as it provides substance or enhancements to the experience? And for the record, rumble is a secondary feature in my book. I'm not going to knock it because it can be used to enhance the experience, but it was never a deciding factor when buying a controller/console. When I buy a controller, I always think comfort, first. Then, I might think of the color. And honestly now that I think about it, I don't think about rumble. So I don't think about rumble when I think about rumble. Paradox?