Its not completely a gimmick as you can't always get the dust out of some areas with just a cloth. I would check if you your vacuum can do anything crazy or if you have a hair dryer which can either be turned on so its not hot air but just regular air or just don't keep hair drying your computer for a long duration with heat.
Otherwise lung air is alright but it really can't be focused well. I say if you need to spray your Heatsink for example and don't want to take the heatsink off just buy canned air but for large clumps just blow by mouth. I think canned air is a required evil of sorts...plus if you turn the can upside down you can freeze and burn your friends!
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