After initially responding to New England Patriots head coach Bill Belichick’s rant about the dependability of the Surface, the company felt compelled to respond again three days later.

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Microsoft is pulling out all the stops to stick up for its highest profile sponsorship deal: the $400 million pact that put Surface tablets on National Football League sidelines.

When New England Patriots head coach Bill Belichick went on a rant Tuesday, calling the Surface “undependable,” Microsoft issued a statement defending the performance of its flagship hardware.

Three days later, following social media chatter and debate about the devices in the media and NFL circles, Microsoft felt compelled to respond again, this time in the form of a nearly 1,000-word blog post.

The missive, posted Friday, was written by Microsoft marketing executive Yusuf Mehdi and includes pro-Surface testimonials from Seahawks quarterback (and paid Microsoft pitchman) Russell Wilson, New Orleans Sanits quarterback Drew Brees, and NFL commissioner Roger Goodell.

The Surface helps teams “use technology to their competitive advantage,” Mehdi said in the post. Still, “we know change can be hard and technology adoption typically has a growth curve.”

Belichick’s rant isn’t the first time the devices have been portrayed in an unflattering light.

Since the Surface showed up on NFL sidelines during the 2014, season, they’ve been called iPads by commentators and coaches, tossed around by players upset with their own on-field performance, and blamed for technology glitches that Microsoft says have nothing to do with the tablet.

That’s not the kind of publicity Microsoft spent nearly half a billion dollars for.

In addition to tying the Microsoft Surface brand to America’s most popular sport, the Redmond company envisions the deal as a demonstration of what the company’s technology can do for businesses. If the Surface can bring NFL into the future by replacing paper printouts of in-game action, maybe General Electric or Coca-Cola will take a liking to the devices, the thinking goes.

Surface tablets and laptops are a growing business for Microsoft, and the company says the line’s customer base has shifted from primarily consumers to include more businesses. Sales of Surface devices totalled $926 million in the quarter ended in September, up 38 percent from a year earlier.

It’s unclear what portion of those purchases were inspired by the NFL deal.