… but what are these products and what do they claim to do?
Verilux was showing a UV-C Sanitizing Vacuum called the Clean Wave ($399.95) which is hitting the market now. They say that it is effective for bedbug prevention and germ-killing. In addition to focusing UV light on the surface you are using the machine on, it operates just like a regular vacuum, allowing you to sanitize with UV light while getting rid of dust bunnies. The new vacuum's promotional materials state: CleanWave germicidal UV-C light penetrates micro-organism's cell membranes and damages the DNA, preventing the growth of germs on surfaces and causing virtually immediate elimination of these unwanted organisms.
Reliable is presenting a full line of canister steam cleaners ($599 - 1599) that they also marketing as a bed bug preventative. Their materials put forward the use of high temperature steam as a recommended method for killing bedbugs without the use of chemicals.
Reps from both of these companies talked about consumers needing to work with an abatement professional if there is already an infestation - these DIY solutions are just part of the puzzle, not a complete solution. Both are recommended for prevention and pro treatment followup.