"Microsoft Surface" ...

If had first meant a coffee table form factor PC with touch screen and special software, which was able to sense special objects placed on top of it. Then that was renamed to "PixelSense" [1] and "Surface" instead got put on a line of touchscreen tablet form factor PCs launched together with Windows 8. OK, reusing a strong name for a product line expected to sell more, and which still fit the theme made sense.

.. but then the brand was also put on laptops, convertibles, desktop PC and an Android phone ... eh, OK, but at least those also had touch screens.

... but then the brand was also put on generic peripherals: keyboard, mouse, headphones, earbuds, etc. which diluted the brand to mean practically nothing. For example, a search for "surface keyboard", could result in a "type cover" for some kind of tablet PC or a keyboard intended for desktop computers.

Microsoft later did the same with the "Microsoft Sculpt" brand. It was first a compact curved "sculpted" ergonomic keyboard with chiclet keys and an ergonomic mouse that were most often sold as a set. That got quite popular and so the brand achieved recognition. But later, Microsoft decided to reuse that brand for completely generic peripherals with no special ergonomic designs whatsoever.

BTW. Not long after, Microsoft also released products with the similarly ungoogleable names "Microsoft Bluetooth Keyboard" and "Microsoft Ergonomic Keyboard".

[1] https://en.wikipedia.org/wiki/Microsoft_PixelSense

> a search for "surface keyboard", could result in a "type cover" for some kind of tablet PC or a keyboard intended for desktop computers.

Do you mean blades?

Proof that I'm not hallucinating that name: https://www.windowscentral.com/meet-surface-music-kit-new-bl...