Microsoft acknowledged that making the Microsoft Surface tablet would suck for a lot of its PC Makers, their hardware partners. In order for Windows 8 to be great, Microsoft needed to make sure that the hardware was just as great as the software.
And that's exactly what Microsoft is doing. According to AllThingsD, Microsoft said:
"Our Surface devices will compete with products made by our OEM partners, which may affect their commitment to our platform."
Microsoft had made it clear that it wanted its OEMs to be partners on a grand Windows 8 adventure, where Surface was just one of many equals.
We haven't heard what every company is planning on doing in response to Surface, but it looks like some PC makers, like Samsung, will be doing their best to keep up with Microsoft's vision.