"The only good argument against the surface right now is pre-existing ecosystems."

It isn't just ecosystems, it is massive mindshare (and keep in mind I say this as someone who is anti-Apple).

For a lot of people I know who don't own tablets yet tablets basically are "iPads", the way web searching is "Googling" or adhesive bandages are "Band-Aids".

"Oh is that a Droid iPad? I've heard of those, but never saw one before".