Facebook is the most prominent example of widespread indifference to developing applications for Microsoft's Surface platform, writes John McDermott. "It's the exact same challenge that happened with Android and Google Play. It's a new type of user and you really have to think about the way [the device] is used," says Marci McCue, head of marketing for Flipboard, which is also passing on a Surface app for now. Microsoft is stressing the quality of existing Surface apps, rather than the quantity.