what will help is when win 8 makes its way into everyday lives, work/home PCs. Once folks are comfortable with the metro UI, they'll look at the surface and win phone 8 and think, wow, I can have that on a tablet as well. MS is in a good position I believe. Unless Apple does something drastic I can't see how folks continue to buy the tablet at the rate they do today. The UI is boring and frankly, I think they might have the worse of the three operating systems competing today. Order of my preference is MS, Android, iOS.