If Dyson is picking shiny tech-centric design to the detriment of practicality, then why are their vacuums still the clear top choice in the cordless stick vac

If Dyson is picking shiny tech-centric design to the detriment of practicality, then why are their vacuums still the clear top choice in the cordless stick vac category? I'm trying to purchase a new cordless stick vac for a family member, and all the review sites put the Dysons at the top.