The screen isn't "super-tiny". It's 10.6". Compared to an 11" ultrabook, you're not loosing a lot of screen space (especially when you consider the 11" ultrabook probably has a much lower resolution than the Surface Pro). If you're comparing against 13" or larger ultrabooks, then sure, the Surface Pro's screen is small (though still higher resolution than most 13" ultrabooks), but then that's a different conversation, and one that people already have every time they choose between an 11" and a 13" ultrabook.

P.S. Disclosure: I work for Microsoft.