Microsoft’s Robbie Bach ‘thought about killing’ Surface

Microsoft’s Surface computing is the kind of Buck Rogers’ technology that can dazzle consumers and boost a company’s “cool” factor. But in an interview last week, Robbie Bach, Microsoft’s president of Entertainment & Devices Division, said he came close on multiple occasions to deep-sixing the project.

“I probably thought about killing it every year it was in development,” said Bach, the man who forged a reputation as a hit maker by spearheading Microsoft’s Xbox game console.

During the interview, at a Microsoft-sponsored dinner attended by a handful of reporters, Bach said that the excitement generated over the technology has taught him more about an interesting metric: “customer delight.” I’ll get to that later.

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