Today at the TGS 2007 show in Japan EA already demoed a game with a Sony PS3 SIXAXIS controller that had the rumble so many have called for.

Update:
Sony PS3 rumble DualShock 3 is official

IGN reports that at the EA press event while playing Burnout Paradise the PS3 controller was vibrating.
The new PS3 controllers look exactly the same as the currents ones but are a bit heavier.
An official announcement of the Sony PS3 rumble controller is expected tomorrow when Sony's Kaz Hirai holds his keynote. The Tokyo Game Show 2007 (TGS 2007) officially starts tomorrow and ends on Sunday.
In March Sony settled a lawsuit with Immersion, since then there has been nothing in the way of a PS3 controller like we had with the Sony PS2.
More details on IGN. Via Gizmodo.

The photo shows Julia, our Sony PS3 Gadget Model. See more photos.