Makita is certainly not directly targeting the homeowner.
Their line of vacuums look dedicated to commercial closed loop carpet and hard surface cleaning. If you want a Makita vacuum set up that can vacuum almost non-stop, you're probably looking at spending upwards of $2000 - $3000 for just one upright and additional batteries/chargers. It may very well be worth it from a time savings and potentially better customer experience (no cords running over floors). The agitation looks weak on the upright but again, short-pile commercial closed loop carpet doesn't need much for agitation if any. From what I've seen is most commercial carpets get extracted multiple times a year depending on traffic. The biggest thing for commercial operators is dependability and low maintenance. If the vacuums can handle abuse, pack their bags to the max, run 8 hours a day, and still pick up surface stuff, that's all that matters.
Next time anyone is at a hotel and you see people cleaning, look at the vacuum. Those poor things go through hell and back. Most of they time they are using a relatively cheap direct air sanitaire or off brand commercial vacuums from a janitorial supply company. I've even seen a Numatic commercial machine at a hotel before but only once. All I have to say though is that those vacuums go through hell. However, I could see a huge benefit to cordless. No more dragging a cord from room to room or running down the hallway. You might get a hotel operator to go cordless just based on the idea of customers not tripping and getting injured alone. The question will be if Makita can convince customers that spending 5x - 10x on a cordless vac is worth it. I would say it might be but every use case is different. People who clean office buildings at night have different needs than daily hotel cleaners.
