Microsoft's investment in the production of the Surface was clearly no small undertaking, and neither are its marketing efforts. Over the next couple of weeks Microsoft's advertising will be hard to avoid. It has begun running Windows 8 countdown ads on TV and just released a brand new ad for the Surface itself, heavy on dancing and choreography.
Additionally, Microsoft will open more of its own stores. Over the holiday season, it will put up an additional 34 holiday shops, making for 65 stores nationwide for the heavy buying season. On Oct. 26 it will launch a pop-up store in New York's Times Square, which will feature Surface front and center.
"I have used a lot of tablets and this is not a tablet, but this is the best tablet I have ever used. I've used a lot of laptops and this is not a laptop, but it is also the very best laptop I have ever used," Sinofsky said. "It's a new kind of device."