The feature itself is called vibration so you aren't just crazy. People call it rumble because it was popularized back when Nintendo made a big deal out of its Rumble Packs and so on. Anyway, I hate rumble with a passion. It bothers me, seems unnecessary, it always serves to completely jolt me out of the experience rather than bring me in more, takes up battery life, and annoys the hell out of me when you set a controller down on the table and something big happens in a cutscene and the controller loudly vibrates itself right off the table. I am the only person I know who hates it with such a passion, though. I can't even stand the noise it makes if other people are using it. I whine enough that most people who play with me have simply gotten used to not using it because they don't see a difference either way.