Yes Yes and No!!!!!!!
Yes this is exactly what the iOS controller should be and yes to Steel Series! Big No on the price. I somehow think they will have to revise that for any kind of sales though. Its blatant that they are taking advantage here.
It's not that simple. These companies have small production runs and so require bigger margins to cover those costs. These will never be as cheap as console controllers until the volume is as high, and it wouldn't surprise me if only a few thousand iOS controllers have been sold so far.