I'm not sure about UK, but in Canada, the Surface Pro 2 isn't available for student discount online. However, when you call in they will give you the student discount.
Yea, MS dont' care... they are not like a OEM where # of unit sold and market share is more important.
All Microsoft cares, at least right now, is Windows 8 sales and market share... So saying that you'll go with another brand, they don't care.
That is why, when you call to order a Dell, HP, Lenovo, etc.. you can negotiate a price rather easily, especially if you take 2-3 year warranty and/or high end system.
I recall, when I ordered my laptop from Dell, 5 years ago, after negotiating, I got:
-> larger (9-cell) battery for free
-> free upgrade to the higher resolution screen and LED back light (that was new back in the days)
-> free back light keyboard upgrade
-> free upgrade to a DVD burner
-> free upgrade to more RAM
-> free upgrade to a higher capacity HDD
-> free shipping (but that's a given)
-> free upgrade on the wireless card (jump from "Dell" wireless G card, to Intel Wireless N 5100)
-> 350$ off.
I got the Dell Latitude E6400 14inch with Nvidia Quadro GPU, with (it came as minimum), 3 year warranty with 3 year on site service.