"Microsoft's tablet-related products may have a place in certain parts of the enterprise world that require Windows-based solutions [but] we found little in yesterday's presentation that would convince us that a consumer would prefer Surface over an iPad," said Brian White of Topeka Capital Markets, in a note to clients today.

Yesterday, Microsoft stepped over a line it had never crossed in its 37-year history: It said it had designed, and would sell, what is essentially a computer, in the process eliminating the middleman -- OEM partners like Dell, Hewlett-Packard, Lenovo and others -- from the Windows food chain.

-- one analyst yesterday said it was the boldest move he'd ever seen by a technology company -- it won't be enough to unseat Apple from the top tablet spot.

"While we believe Surface will appeal to users looking for a Windows tablet capable of running Windows-based productivity software, we do not see it altering competitive dynamics in the tablet market," said Brian Marshall, an analyst with ISI Group, in an email Monday.

The Surface will probably be too pricy; starts out behind the iPad in critical component specs, especially the display; and most importantly, is a copy-cat that may lack sufficiently-compelling reasons for bypassing the original.