From the industrial design to the above intro video, the Surface is fascinatingly soulless. This is not necessarily a bad thing. The Surface reminds me of what science-fiction movies assume the future will look like.
Microsoft’s choice of marketing strategy here is interesting - emphasizing the impossibly high-tech, almost alien nature of its materials. Apple ads invite you to emotionally connect with the product, and Google ads try to convince you that your life will become a Michael Bay movie. Microsoft forgoes both of these tactics to make absolutely sure you know that it is not fucking around.