I was walking down Mission Street in San Francisco earlier today and I came across an ad for the Microsoft Surface on the side of a building. It featured a series of three wireframe-y illustrations of Surface tablets with different, brightly-colored keyboards underneath each.

Seeing these ads made me realize Microsoft isn’t so much promoting their touch keyboard feature as they are diverting attention away from the actual product, the tablet.

It’s like running an ad for a new convertible car, but drawing everyone’s attention to the optional hard top.