No, Microsoft is right. the x elite and M3 are the same generation and came out in the same year. It would be incorrect if it was the Surface Pro 12 (with X Elite 2) and they claimed it was faster but referenced M3. just because the marketing is new, doesn't mean it automatically competes with current generation. Apple pulls this comparison with EVERY release and marketing campaign (remember when they compared M-series SOCs to two generation old Intel CPUs?). NBC shouldn't pretend like this isn't standard practice to compare your models with other models of the same gen.
Microsoft's latest advertising campaign is directly targeting the Apple MacBook Air, as the Surface Pro and Surface Laptop with Qualcomm Snapdragon X Elite are claimed to be a whopping 58% faster. However, a look at our benchmark results shows that Microsoft is cherry-picking here.