There are a number of different reasons to love the Microsoft Surface computer. The innovative technological nature of the device comes to mind, as does the fact that it can do so many different things that your current desktop computer can not do. Of course, one reason that many companies say they love it is because they think that it will completely revolutionize the way that retail is done.

But stop for a moment; will it really do that?

There are certainly aspects to the Microsoft Surface computer that will completely change how retail is done. The ability to place a product on the computer and get instant information at your fingertips about that product is definitely something that is cool and it is a novelty that many customers will definitely find enriching.

But at the same time, what happens when the novelty wears off? Customers are likely to see higher prices because of the added cost of purchasing and maintaining the energy guzzling, extremely expensive Surface machine. Will those customers consider the added cost as palatable because of the excellent increase in service they get from the Surface? That seems to be the main question surrounding the debate as to whether or not the Microsoft Surface has the ability to change retail fundamentally.

AT&T tried out the Surface in five of their stores and so far it has been a smashing success, but a lot of that admittedly has to do with the novelty factor. While the use of Multitouch technology, when it becomes affordable universally in the future, will definitely change the way retail stores operate, it is difficult to say with certainty right now whether it will be the Surface that makes the breakthrough or else a later Multitouch machine.