How Microsoft can increase online sales of Surface by at least 10%

I was trying to buy the Surface and went to the Microsoft Store website. I had prior knowledge about the difference between RT and Pro so I knew which one to click on (I have read accounts of most people who are already confused at this point. But that is not what this post is about). For me the confusion started when I saw the options for the RT one. As you can see in the image below, the default option that was checked on that page was the 32 GB with Black Touch Cover for $599. Hmm, ok. Then my eyes wandered down to the Popular Add-ons section. The White one was selected by default but that showed up as out of stock. So I clicked on the Red one, and that one was available.

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Why have a button affordance when it's not a button?

The interface is very non-obvious. Those two squares on the top, “ice” and “water”, have very strong button affordances but they are actually just labels. There is a lot of subtext trying to explain these discrepancies but as a user I conveniently ignored the text and did everything “wrong”. The “buttons” didn’t work, of course ­čÖé

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