People pick ipads because its what they know, what they are told to want, what the cool kids use and what the apple-biased tech press recommends. Its no more easier to use than any other OS you learn to use for the first time, but Microsoft's OS somehow is so hard chickens will lay a golden egg before they will use it.
Lets look at reality here :
This is John Gruber post I am linking , even though he is apple ****** , his analysis is very good.Just read it in view of a normal consumer.
http://daringfireball.net/2012/06/surface_between_rock_and_hardware_place
How can consumer be aware when MS is too lazy to reveal anything about product or too bad at advertising.
Recent Lumia ad showed nothing about WP instead preached that iOS and Android is used by all.
Just think about it as an average consumer who watches the Ad , Only people over Internet can get that humor in the Ad.
They don't sell surface in more than 10 countries.
No wonder why Surface is a flop.
I wanted surface but no way to get it because its not available anywhere.
As much as I like MS , I also hate them for poor execution.
Its nothing wrong with press recommending iPad because its available in ALMOST EVERY COUNTRY worldwide.