i've made profiles for my games before, it's like a 5 minute process at the most.
No it isn't. Not when you have mode-shifting, controller-deadzone/etc. etc. etc. menu options and you have no clue what works for you and you just want something that lets you use a 360 controller-like experience in games that don't have that function and could possibly work with it (see: Just Cause 1, The Witcher, etc. etc. etc. adventure games that aren't RTS or require massive mouse-pointer movements).
This comment thread on /r/SteamController also shows another problem (the parent isn't really related but you can "context" to see the parent thread). The games that do have thousands of options (Dark Souls 2 in your example) have a bunch that either simply don't work for your play style that are massively popular or none and you have no idea because there's no filters.
Throw in Big Picture Mode being a requirement to adjust configs (which they somewhat fixed AFAIK but still need to dive into Big Picture Mode in the first place to get the controller up/running) and other factors and it's really hard to recommend the Steam controller for someone that simply doesn't want to have to dick around for an hour and wants to get up and going within five minutes.