There is no Ultrabook market, I've been trying to hammer this home through the whole thread but nobody seems to understand. They have not caught on outside of a small niche, and probably never will. The Air is mildly successful only because it's an Apple product, and as such some people seem to be willing to pay the premium. Also it runs OS X without any arm-twisting.
If the Surface Pro is trying to take some percentage of the Ultrabook market, it's going to sell very poorly indeed. The entire ultrabook market is smaller than the number of Nexus 7 tablets sold, for example. It's the wrong market to focus on if you want to launch a successful product.