Marketing is marketing. No company escapes it, take all their claims with a pinch of salt.
Of all the vacuums I've owned over the years, only the Dyson actually works how I would expect it to. It picks up anything, and just keeps picking up and the rare occasions I have to empty it is a two-click process.
The only problems I have with them:
a) the price - don't buy first-hand, their prices are just insane.
b) some parts of the design - e.g. the silly way to clip and unclip the hoses to use them directly. All very fancy and click-clunk when you know it, a nightmare to get used to it.
The only other vacuum I own is one that was literally free. Not just given away but brand-new from the shop. My nectar vouchers added up to £10, Argos had a special deal, some cheap thing was £10, I was moving house at the time and we didn't have a vacuum, it worked fine - if a little weakly - and overheats really easily (cuts off because the vent is in a stupid place) and is just a plain bagless vacuum. The value for money from that was MUCH LESS than the value for money for a second-hand Dyson.
Though, I live with an Italian who doesn't understand the need for vacuums and "can't we just put hardwood floor everywhere" - the foreigners hate carpet and I can't say I disagree with them, it being the status symbol of the rich many decades ago.
If you're going to have carpet, get a Dyson. Or put your money into solid flooring instead.
I don't care about the "digital motor" or the "thousands of patents" (i.e. we patented stupid clips that do nothing better than normal clips and are just different) or anything else. Marketing never sold me on a Dyson (if you think the hoover is bad, look at the washing machine with two opposite-rotating drums!). The Dyson just wins when you have a carpet, pets, and only hoover up when the place needs to be cleaned for visitors. At that point, a normal vacuum will have you scraping the carpets with the brushes, etc. and a Dyson will just suck 99% of it up with a quick going-over.
But, for god's sake, don't buy them brand-new. They are a piss-take in terms of the material costs versus initial purchase price.