There is the Thrustmaster FFW. Many people play GT with a pad as well.
I think that what we saw before was Project cars running on a high-end PC. I still don't think that it looked as good as Driveclub even back then. It's also highly deceptive. A sim racer will deal with a lot of real race circuits where there generally isn't a great deal of detail in terms of the environment, so they obviously look far less awe-inspiring in real life. There are exceptions of course, but Brands Hatch isn't weaving in and out of beautiful landscapes. People that want a sim racer will go there, those that don't have Driveclub. Best of both worlds.