PS3 Dualshock controller launches but is it worth the cash?

Sony's new Dualshock controller for PS3 launches in Europe today. The controller finally brings vibration - left out of the original PS3 pads for legal rather than design reasons - back to the Playstation. Rumble is subtly effective, especially on racing games, and is one of those features that you tend to miss when not there. So today's release has got to be good news for PS3 owners right? Not quite. The main problem is the price - the controller costs 40 quid. That's around 10 more than the original Sixaxis PS3 controller and the 360's pad. Reviews suggest the new controller is fine, but is it worth 40 pounds? Heck, is any pad? Any PS3 owners here planning to get one?