Since late Apple chief Steve Jobs made the hype around the unveiling of new gadgets akin to that surrounding a rock concert, rivals have been quick to follow the casually dressed blueprint for showing off their new wares.
Microsoft gave the launch of their new Surface tablet the same treatment in Los Angeles on Monday, only for Windows president Steve Sinofksy to suffer the moment that all technology executives must dread; when technical gremlins sink a hitherto slick product launch.
Attempting to show the Surface's capabilities, Mr Sinofsky manfully tried to carry on after the device refused to perform as he talked up how users could "browse smoothly" on the tablet using Internet Explorer and its touch-friendly Windows 8 operating system
After taking a deep breath and recovering from the initial setback the Microsoft executive finally admitted defeat when his carefully crafted speech called for him to showcase how "movies and entertainment look great" on the tablet that the company hope will rival Apple's market-leading iPad.
Mr Sinofsky quickly ran to the back of the stage where he substituted the malfunctioning Surface for a working model, before carrying on with his presentation.
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