Apple has 0% share of the under $400 phone market, yet Microsoft is ecstatic they're managing to out-sell Apple in exactly that market. Phones still feel new, even though the market is huge. In the car market, Chery outselling BMW in China wouldn't get the same kind of pickup, because it's better understood and, frankly, enjoys more mature coverage.
That said, I kinda like it. Microsoft needs a passionate, scrappy fanbase to succeed in mobile. It's crazy to think of Microsoft, which rules the desktop, as an underdog, but after numerous fits and starts, that's exactly what it is.
When they hit #1 at over $450 dollars, however, it'll start getting serious.