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air duct cleaning advice?

I am looking to get my air ducts cleaned at my house. But I am soo confused by the various quotes and cleaning methods used by different companies. I dont want to get scammed.

So here is my problem.
1. One guy said he will bring a trunk mounted system and go in thru each of the vents and use some sort of agitator brush to knock the dust out. And then all the dust gets sucked out to the van. about $400

2. I called Sears for a quote and they said they do all their cleaning from the furnace. This is also a truck mounted system. The guys said he can reach all the air ducts from the furnace and that there is no need to go thru each of the vents.about $500

3. This other guy shows me a video of some small machine which looks like a big vaccum cleaner and he said he cleans with that. $280

Now I know option number 3 is not good. but im not sure which one to choose out of 1 or 2.