Ballmer is hiding the sales numbers Surface is selling great I bet that it is its smart that he isn't admitting it because it would piss off a lot of OEM's. You would have ASUS, Lenovo, Accer all thinking to themselves Oh fukk MS really fukked us over Surface is selling but our products aren't guess what lawsuits after lawsuits after lawsuits.
Ballmer needs to protect the Windows brand he can't just say oh Surface is selling like hotcakes he cant do that. He can't price the Surface too low or OEM's would be pissed off I mean whos going to buy a ATIV Smart PC for 599 if the Surface is 499$ plus keyboard there's no way.
As a CEO you need to protect your product and that's Windows. Surface is used to create the buzz and momentum behind Windows 8. Xbox Surface is to create a new buzz around the Xbox especially because of the new Wii-U and Surface Phone is going to be used to launch WP8 into new heights which the phone will probably be sold unlocked and straight from Microsoft similar to the Nexus brand.