Ethan, problem is, it has never been about who releases the best product overall, best product for the best price, best product whatever. If that were so, Apple would be charging half what they do now in order to keep their lead because, simply put, for most people their product is not the best solution, and is FAR from the best price for what you get in tablets.
The Surface name doesn't count for much in the tablet world over all, but it's the big fish in the Windows tablet world. Much like casual users will say "Hey man, I just got this iPad! It has wireless internet and can play games and music and search the internet!" and have people recognize it like some sort of gold standard, if you're a casual user, the Surface is the closest thing in the Windows tablet world. If you're one of those odd and rare casual users who wants a Windows tablets, people will react to the Surface in a similar manner and have no idea what an Acer or HP tablet or whatever is.
These devices are "cool" and perception sells.