There's no doubt about that.
I think this may be a good thing, though. The other forums I post to; the vast majority of members despise any type of modding. Being it a rapid fire controller or using a kb/m. Although XCM is overpriced for most of their items, they are well known. So them releasing this will get more people to jump on the "if you can't beat them, join them" bandwagon.
Sure, they'll sell these shells, but I also feel that WiredInput should see an increase in business through both word-of-mouth and people doing a general search for rapid fire controllers.
You guys should expand your advertising.