looks like the makers are calling it: "JOYSTICK-IT Tablet Arcade Stick"
it looks awesome and seems like it solves the problem of having to constantly rub your finger on the virtual controls.
I hate using the screen to maneuver around so this looks really promising.
Haven't used it yet but I ordered a couple, will let you know how it works out.
here is the link to the article:
ThinkGeek :: JOYSTICK-IT iPad Arcade Stick