Maybe Ipad users are just lacking more anything in their lives. So Iporn is another way to live vicariously. They think the Ipad is the beall and endall of existence.
Apple computers stressed creativity - never saw an ad for creativity for the Ipad.
They show a few things like instant printing of photos - but are they accepting the fact that there are a lot of PC people buying the Ipad? The connections won't work between Ipad and PC.
MS is trying to convince people that the Surface can be used as a portable office, Google uses its own services - cloud, office, photos, whatever you want, and it can be used on other OS via Chrome Browser. Proves you can do something constructive with either OS.