Despite the appearances on the surface of things (pun intended) Microsoft's play is anything but Apple-like. The company is clearly trying to make tablets into hybrid PC-mobile devices, something Apple has said is a bad idea when scoffing at a keyboard. We know that tablets are about the apps. We know that Microsoft is behind Apple in this regard. But we need to only look at the Xbox to see that Microsoft has proven it can create a vibrant and profitable ecosystem. Yes Apple are marketing wizards and they have the Apple Stores but you gotta bet that every possible Windows channel and hardware reseller will be fully leveraged for Surface adoption by Microsoft. Expect the new Surface from Microsoft will expand the tablet market more than Android tablets have to date.