I automatically interpreted that statement as a reference to the idea that Microsoft is kind of playing catch-up and suffering from a case of 'me too' in the world of tablets and brand-specific retail stores.

I personally can't see anything pointing to an attitude of "if you don't adore the iPad you're in denial" coming from either the article author or Microsoft.

The article's description of the Microsoft store experience and their staff basically makes me think of a small, stubborn child covering their ears and yelling "Blah, blah, blah. I can't hear you!" when competing products and companies are brought up.