DUALSHOCK 3 has improved rumble tech after all?

[Shin-Ra]

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We did enjoy the various rumble effects employed by the new Dual Shock 3 controller, though: As explosions rattled around Snake, we could actually feel the direction from which they were coming based on what part of the controller virbated.

On The 1UP Show TGS Special they go into more detail:

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Rumble wasn't working for half the demo but when it was..

Shane: "..explosions were happening around me further in the environment and I could tell where they were based on what part of my controller was rumbling; and it isn't like the DUALSHOCK where you feel weights spinning, it's different, it feels new.

Ryan: "It's new tech, it's totally next-gen rumble"

...

Shane: "and also the levels of rumble from very soft to very strong seem like a broader range to what we're used to in controllers."