The other side of the commoditization is not just the name falling into general use (and trademarks being lost).
if a coach on a football field is being mistaken for using an iPad when actually using a surface, then the viewers may get the impression that they're all interchangeable - i.e. a surface obviously isn't inferior, and there isn't some magical reason for needing to buy an iPad specifically.
Microsoft has built their company around capturing the middle market from the established players. You don't need an IBM PC, you don't need a mainframe, you don't need a Playstation/Nintendo.... and now you don't need an iPad (and could become "or iPhone/Android"?)
They don't need to 'crush the competition', just let them play in their own environments, whilst taking up the rest of the market.