Fan heaters
But the point about the Dyson fan heaters which Dyson won't address is what exactly they are supposed to be replacing and where. These appliances are, of course, fan heaters by definition, but their performance, size, and cost puts them in a different league altogether as a cheap £10 fan heater is generally purchased to warm a very small area indeed, never as a whole-of-room heater, and certainly never whole-of-house, if only because the running costs are so high in relation to the performance. So in this instance, the Dyson fan heater is replacing something else altogether.
To be absurd, if I may, to make a comparison, it would be like him making a refridgerator onto which one watches a film or soap-opera. The appliance is, by definition, a fridge, yet it's use makes it compete with television sets, not fridges.