Because the makers of guitar hero want people to purchase thier guitars. They don't want other video game control manufacturs to produce thier control guitars. Similar to why the xbox360 has its oen proprietary wireless signal.
They were playing MGS4 with it, for example, and when getting shot at from a certain direction, the controller would...well, rumble in that general direction. That'd be like our own little personal radar!
Instead of the controller just shaking, Different parts of the control shake indicating direction I think.
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