Microsoft's "Smoked by Windows Phone" marketing campaign, a test of rival smartphones' speed against its mobile OS, started off as a small gimmick during the company's final booth at CES 2012. Since then, it has turned into a full-blown advertising effort involving web commercials and Microsoft's retail stores. Not everyone is convinced Microsoft is playing fair, though, with accusations of defeated challenges and unfair rules. We look at the life of the promotion from a CES show floor to Microsoft's brick-and-mortar stores.