Playstation 'DualShock Vortex' Concept is Twisty and Crazy

This may be an interesting concept for a controller, but I can't figure out what the point of it is. What's the benefit of being about to twist the two sides of your controller around?

Apparently, it's designed as another way to control what's on the screen. You twist the controller, the dude on the screen twists the throttle, things like that. But it seems like it would have pretty limited uses, and would probably get on my nerves quickly. If the Wii has taught me anything, it's that I'm perfectly fine with traditional controllers and get sick of gimmicky crap very quickly.
Unfortunately, the Wii is a money-printing machine, so the next generation of consoles is sure to be stocked full of gimmicky crap. Ah well, such is life.

Playstation 'DualShock Vortex' Concept is Twisty and Crazy

Playstation 'DualShock Vortex' Concept is Twisty and Crazy

Playstation 'DualShock Vortex' Concept is Twisty and Crazy

[Coroloft via NotCot]