Is Microsoft embarrassing itself with its Surface vs. iPad ad campaign?

http://www.theverge.com/2013/8/8/4602572/microsoft-ipad-mini-acer-w3-ad

Who exactly are these ads targeted at? I don't think the Surface is at a point where it can compete with the iPad at any level. They are not fooling anybody. Even the tech sites have started to pick up on the ridiculousness of these ads. Do you think MS should just stop with the embarrassing ads until they have a more compelling product to sell?