With the Surface, Microsoft has become a purveyor of cool hardware. And, like Apple, Microsoft wants to explain it you.
The newest video (below) illustrates, among other things, how the touch-cover glass and the screen are fused together into one piece; why the integrated kickstand is important; and little things like how the camera in the back matches the tilt of the screen in its kickstand position.
It's the latest in a series of videos Microsoft has been posting to describe the design effort that went into the Surface.
All of this is reminiscent of the videos Apple does for its products.
Apple, for example, also delves into the display tech used for the iPad Mini, describing the extreme thinness of the display glass, and the company walks you through other tech, such as the internal battery.
Like Apple, Microsoft wants to make a big hardware statement. The Surface is the company's first branded PC and it appears to have struck a chord with consumers. Surface RT is back-ordered and many Microsoft stores have drawn big crowds.