Time to market remains the key success factor.
Once market focus attention on competitors, there's very few you can do, especially when you've undermined your image like ms did over the years (monopoly abuse, IE sucks, Vista, dropping products one after another, etc.).

>I think it could. Everyone knows Office. As for integrating into the corporate environment, Windows 8.1 has some cool features that really make that a possibility with BYOD.
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>>Not sure if Office would be an appropriate "carrot" to entice the general populace (which is what the advert campaign seems to be targeting. Office would appeal more to the corporate/business types -- which would also require that you need to demonstrate that Surface can integrate well into your business infrastructure (better than any mobile platform). It's a stretch, but perhaps demonstrating capability to integrate with Xbox or ability to Kinect might have a "wow" factor to attract attention in the general populace?