Totally agree. One of the things I hate is their attempt to market design quality (in Surface specifically). They have a serious chicken-egg problem they need to address. The reason Apple's design is so successful is that the creatives of the world loved it. It then slowly gained enough inertia for it to be considered a marketing tool. Not the other way around.

This is my overall proposal for MS changing their ways wrt Surface: http://www.techdisruptive.com/2012/12/03/dear-microsoft-let-...