The game is simple, there will be associated with a device a numerically significant value. It may be the "version" number, the "memory" number, the "speed" number, the "users" number, but its a number. And two or more apparently identical devices will obey the rule that the bigger numbers are the "better" devices and the smaller numbers are the "less good" devices.
There are two rules that seem to be true in this game;
1) The numbers for the same manufacture will determine which is the better version of the product.
2) When competitors use the same "sort" of numbers, the numbers will be set up to have you compare the products that the competitors want you compare, not necessarily equivalent products.
When Tegra 3 tablets came out and "number of cores" became a thing, Apple started counting everything they could as a core. With storage people use the biggest number they can, with 100GB disk drives really having 95 x 2^20 bytes of storage in them. But hey, 100 sounds better than 95 and 'G' means a billion right? Right!
In the case of storage the 'base' foot print is fixed, so its 64% of a 64G drive, and 35% of a 128GB drive, and 17% of a 256G drive etc etc etc.
Sure its amazing how 'fat' the base OS is on a Surface pro, but since a 256GB SSD today costs the same as an 8GB SSD cost when Windows XP was in vogue (and fits in a smaller footprint if you use mSATA what does it matter?
If it is extremely bad then it means there is room for disruption, a lightweight OS that does all of that and gives you more of the storage. But call out the feds? (the FTC call for action in Marco's post) really?