Considering the very rocky start Microsoft’s slate got off to after it launched in 2012 (middling reviews, a $900 million (£580 million) charge relating to Surface RT inventory adjustments when no one bought it, etc.), you can’t blame Microsoft for being a bit boastful now that it’s finally getting things right with Surface Pro 3.
So when Microsoft releases a video called 'Accolades - Surface Pro 3' you’d expect it to be filled with, well, accolades for the Surface Pro 3.
But instead of a video offering up quality trumpet blowing, we get the equivalent of someone tooting on a kazoo.
The video essentially shows the Surface Pro 3 from the front, then we get a glimpse of the kickstand in use, followed by someone drawing a circle with the pen, and after a little spin around the device, the video finishes with the user detaching the tablet from the type cover.
Finally we get the tagline - "The tablet that can replace your laptop" (not, interestingly, just a MacBook).
In-between all that we get quotes flashing up on screen. The 'accolades'. These consist of "…the most beautiful thing Microsoft has ever produced" (The Verge), which is a bit of an odd choice ("Microsoft has made something stylish for a change" is hardly the greatest selling point ever).
This is followed by "Gadget of the year 2014" and "Computer of the year 2014" (both from Stuff) and "One of the best inventions of 2014" (Time).
It’s all a bit meh. The Stuff awards are fine, but using both and presenting them separately, is pretty rubbish.
Surface Pro 3 is a good product, and it deserves the many accolades it has received. But the selection pulled here seem like the work of an intern in a rush to get home for the holidays.
It bugged me, as you can tell (I'm easily bugged), so I've picked some genuine accolades that Microsoft could use next time.
"A super-lightweight cutting-edge mobile device" (ZDNet)
"A futuristic machine, a marvel of engineering" (The Verge)
"The Surface Pro 3 is an awesome device" (Forbes)
"Surface Pro 3 puts Microsoft ahead of the competition" (BetaNews).
No need to thank me Microsoft. I'd bill you for my time but it took less than a minute.