Some are going to try to sell on the merits of their equipment, some are going to sell their service. Think of the retired plumber, out of work construction worker, fill in the blank _____ who is trying to by a crane or bucket truck. New equipment is always nice and I don't think anyone would be truthful if they were to say they wouldn't like to have it. A savvy service buys when times are good and sheds unneeded or costly equipment (that is costing you too much to operate or let sit) when times are lean. The idea is to be as profitable as you can be.
It's not rocket science.
But that's the business end of it and would be better discussed in the business forum. The topic here is bashing others about their equipment.
Personally, I make my money climbing. I have top notch climbing gear and saws. That's what makes me the most money. I have a stumper and other equipment but that is more ancillary service for me. Nice to be able to do it but I make a heck of a lot more money when I am lean and climbing (storm damage).