Rumble Coming to the PS3 in November?

According to the rumors section in PSM the rumble functionality that the Sixaxis obviously lacks may be on its way to the PS3's controller in November of this year. The article even mentions some specifics to the release of the new controller such as: there will be an announcement at E3 of this year and the projected release date of the new controller will be November 13th.
[From Kotaku]

With so much criticism over this feature I couldn't blame Sony for wanting to include it, but as mentioned earlier this year the PS3 games do not include the functionality for rumble. So if this new controller is indeed true, how will Sony handle previous games? Will they release updates to give older games rumble? Or will they just focus on new games for rumble?