Yeah. $65 -> $70 = "bumping it up a notch".
Also worth noting, $65 is MSRP, not the actually selling price. I've never seen one for over $60, even back near launch when I bought extras of both.
Accessory prices are out of control. Everyone's definitely recognized that it's an area where they can gouge the customers. Console prices have held fairly well over the years - even with all that tech packed in that didn't used to be there - but accessory prices have gone nuts. And any retailer can tell you, that's where they're "allowed" to make some money - the margins on consoles and games are terrible, but they're pretty good on accessories.
Just two generations ago, controllers were $20-$30 MSRP. I still have boxed Gamecube controllers and Dual Shock 2s that I bought as spares for $20 each. Not on sale. That was just their price, late that generation.