London, England (WFN) -- Sometimes life sucks when you're trying to sell a new kind of vacuum cleaner. Just ask inventor James Dyson.

He's the British bloke currently seen on TV hawking those vacuum cleaners which "use no bag and lose no suction." The device has made him a multi-millionaire in Europe -- but the initial reaction from consumers sucked more than his vacuum.

Dyson says he figured vacuum executives would love to get rid of bags, but many told him they didn't want to give up a $300-million-a-year business.

One German executive even dumped what Dyson describes as "... a large pile of rubbish on the floor" and slammed the vacuum prototype on the floor yelling, "Duzent vurk!"

Dyson admits he gets frustrated at times but remains philosophical, saying, "This is how the business world treats new inventions: First they rubbish it, then they copy it."

He's currently introducing his line of vacuums to the United States and he's also introducing himself through an autobiography, "Against The Odds" (Texere).

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