Looks like a third party knockoff controller haha. But in all seriousness, the only one of these improvements that seems relevant to the average consumer would probably be the battery compartment. Some of my friends have large hands and this made gaming on the 360 a slightly more clumsy experience. I guess getting the guide button out of the way is pretty useful too. All told, it should feel like a great controller. There isn't much they needed to improve and it looks like they didn't waste any space on novelty.