So Microsoft is finally taking pre-orders for the Surface for Windows RT tablet in the UK (and another seven markets) ahead of its Windows 8 slate going on sale next Friday.
And as expected, the pricing strategy pitches the Surface into direct competition with the Apple iPad, rather than the el-cheapo Android 7-inchers.
But with the cheapest option setting you back £399, and arriving without the Touch Cover that everyone seems to love so much, it's certainly got its work cut out.
If the Touch Cover is a must-have, you're looking at £479, while bumping up to 64GB of internal storage lifts the price still higher to £549.
The Touch Cover alone is a penny shy of £100, and the keyboard-equipped Type Cover has been priced at £110.
So is Microsoft's debut tablet worth the asking price? I'd have to lean towards the negative given the other options out there. It's certainly not an extortionate price, but that doesn't mean it'll fly off the shelves.
Microsoft can count on a fair bit of brand loyalty-based sales from traditional PC types looking to stay within the Windows family, while the unique look and feel of the Modern UI will attract a fair few supporters too (though that doesn't mean they'll go for the Surface specifically).
But I can't help but think that treating the Touch Cover and Type Cover as paid-for extras rather than integral parts of the Surface's core appeal is a mistake.
Either way, the Surface for Windows RT is available to pre-order now from the Microsoft Store.