That's a misleading analogy. Microsoft's goal here is not to get you to visit a Microsoft store, since the device won't come out for months anyway. This is the first step in a months-long marketing campaign leading up to launch.
The goal is not to convey information, but rather to form an emotional bond, whether conscious or subconscious.
The goal is not to convey information, but rather to form an emotional bond, whether conscious or subconscious.