Trouble is that people have learnt that it is possible to not use Windows. They know about iPads and Nexus or Galaxy tabs. Until recently there was no real Microsoft option in this area.
Up pops Microsoft with their Windows tablet and hurrah! Except, it isn't quite the Windows we all know and relatively expensive and it flops. So MS try again, failing miserably to make it a compelling experience!
The least MS could have done is make the price so competitive that people will think about it. They need the consumer and I mean really need them! They need to grow the market and they need to help/encourage other manufacturers by way of subsidy.