And that's exactly what Microsoft is doing. According to AllThingsD, Microsoft said:
"Our Surface devices will compete with products made by our OEM partners, which may affect their commitment to our platform."
Which translates to: either keep up with us or shut up. We haven't heard what everyone is planning on doing but it looks like some PC makers, like Samsung, will try to keep up with its own Surface competitor. Microsoft's ruthlessness here is a good thing, it needs to be on the front lines with great hardware so Windows 8 isn't ruined.