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There's a new spectacle in Times Square. Dodge the hot-dog stands, awe-struck tourists and over-sized cartoon characters, and you'll find Microsoft's pop-up store, set up on the corner of 46th street to mark the release of its Surface tablet.
The store, which began trading in the early hours of Friday morning, is one of more than 30 around the US, and it's part of Microsoft's big Windows 8 push.
There was about a five-minute wait to get into the shop when I arrived on Friday lunchtime, with the line comprising mostly patient Microsoft fans. The man next to me, a systems analyst, said he was keen to get his hands on the much-anticipated Surface, and thought it could be real contender in the enterprise. But he also said he was most looking forward to the Surface Pro, the Intel-based version that is expected to ship in January, because it will run all of his existing Windows apps.
Image: Jon Yeomans