The shy and retiring Microsoft CEO Steve "there's a kind of hush" Ballmer says he wants to take over the market by showing off his hardware. Windows 8 is imminent.
The market raised its eyebrows when Steve exposed his Surface to public scrutiny and there were concerns from his partners that Vole might start ignoring them.
Until now Microsoft's wares have been pretty soft and the company relied on third parties to make hardware.
But with Ballmer taking a hardware line then its partners like Acer will be a little miffed.
The chief executive of Taiwanese PC maker Acer said in August that the Surface would have "a huge negative impact for the ecosystem and other brands.
Dell said it was not too concerned as the Surface just a proof of concept. With Microsoft spending so much on Windows 8, releasing the Surface was the logical thing to do.
There is some speculation that Vole might push into smartphones, which will really miff Nokia.
Devices running the Windows Phone 7 operating system captured less than a four percent share of global shipments in the July-to-September quarter.
Chris Green, principal technology analyst at Davies Murphy Group Europe, told the Beeb that work is already underway on a Surface Phone but added that it might never go on sale.
It is probably hoping that Nokia can get away with selling its phones without Vole having to get involved. However it cannot allow Nokia to stuff it up either.
Green claimed that Microsoft will be developing its own handset to go to market in case Nokia and others don't do better
The BBC could not get Ballmer to fess up on the exact nature of his future plans.
"We have committed ourselves on a path where we will do whatever is required from both a hardware and a software innovation perspective and the cloud innovation perspective in order to propel the vision that we have," was all he would tell the BBC.