"I know some vacuum enthusiasts hate it when Dyson come out with an excellent product but they are not representative of the wider public who will love the V10

"
That in itself is a high-handed attitude. Remember - one size doesn't fit all.
What is suitable for you, and the woman next door, might not be suitable for other folk further down the road.
And at those prices, a 5 year guarantee should be automatic. Perhaps the machine will never reach that age unaided?
Look at this:
"There are, however, some circumstances in which a Dyson guarantee doesn't cover the repair or replacement of a machine. These aren't hidden in the small print. Here's what isn't covered:
Normal wear and tear, including parts that might wear out over time (e.g. fuse, belt, brush bar, batteries, filters etc.)."
Oh aye? The batteries are an inherent component of the machine and not user replaceable.
http://https//www.dyson.co.uk/inside-dyson/terms/guarantee-terms.html