Yep, that's the company who's (or rather, was) sueing them.
I can see the headlines now:
"Sony PS3
Mega Premium Hyper version with new Immersion Technology
TM controller =
£625"
What will happen to the exisiting non-rumble controllers ----- product recall? (i think not

)
They'll probably bring out the white and silver versions (when they do) with rumble controller included instead. This probably gives them enough time to let Immersion develop it.
Interestingly, Immersion said at the beginning of proceedings with Sony that they couldn't understand Sony's position seeing as they (Immersion) managed to help Ninty stick rumble alongside motion sensing in the Wii. They ended by saying something like "Sony should simply settle with us and get
us to incorparate the rumble alongside the tilt functionality. We'll be able to do it with no problems"
And look what's happened
At least it's at near the beginning of the PS3 cycle, thus giving developers a 'headsup' to develop rumble feature back into the games.