They are not doing it Apple style. When Apple introduces a gadget in a magnificent cloud of hype comparable to the one Microsoft created this time, they announce that the hardware thingie they are introducing is available 'today' or 'tomorrow' or at an exact date, with pre-orders available, in 'xx countries' for a price that is an integer value, not an equation with all the values unknown. And there is no time to overanalyze or poo poo the shiny new device.
And after that introduction, the lemmings arrive to Apple stores in droves, on those first days, than that gadget gets great sales, perfumed with all that hype, while flaws remain undiscovered for some time. The hype serves a purpose. $$$$$$.
Microsoft introduces its hardware like it's software, they are wrong, again, and they never learn. Didn't the Palm & RIM tragedies, NOKIA's rough ride with Lumia and the sad story of that poor HP tablet teach them anything?
I really hope they can at least corner the 'tablet-in-the-enterprise' market because they have already surrendered on the consumer front with the failure of this opening salvo. And although Microsoft is a big ship, this ship could eventually sink, just like Titanic did.