I bought the mega bundle with extra controller for that reason. Killzone was always going to be my launch game and the wife wanted the camera for the kids, so it always meant the extra controller was the freebie.
It's a numbers game I guess. As the colours get more popular they will get cheaper. I have had three dual shock threes for my personal use and always wanted to obviously differentiate my "best" controller to stop the kids from bending the sticks. The colours were more expensive then as well, but my latest red one cost me the same as the standard black ones.
As for why the red is £70, I would say its so popular that retailers will try to profit off it for Christmas. I would never pay that, but I do think they are reasonable value at £39.99. My dual shocks lasted around three years before starting to "walk" on their own and the battery life was phenomenal. My mates biggest gripe about his 360 was the battery issue.



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