The concept of a universal controller is quite nice, but it's never going to be successfully implemented because of the competition between all of the three major gaming companies. Sony could happily make that, but Microsoft would whip out their e-peens and slap them round the face, and show them the UNIVERSAL CONTROLOLER360 which has a knob attached to the back for additional usability.
Or not, but you get the idea. The companies will never settle on one joint design.
Also, I don't actually like the design that much. It's interesting, but not for me. I like real things to press on, virtual buttons do nothing for me.