Whilst pricing everything at “what the market will bear” is valid; it is a shitty way to do business.

Valve has traditionally taken a longer view of things; if they sell a controller that you will love and use for years. Their reputation grows, especially if they are not gouging their customers for everything they can.

Valve will make more than enough by selling games via Steam; having an “optimized for Steam Controller” tag somewhere will keep those who already purchased happy; and drive more sales over the long run.