...and Mooney would be wrong. I'm not disagreeing with your post, you hit the nail on the head with marketing, the lifestyle they're selling, and the overall approach, etc. Well said, and with less rage than my posts usually have
This was evident at their tents in Oshkosh.. the Cirrus salespeople happily sat in the cockpits of the VisionJet and the SR22/20 series plane with people and their kids who obviously would never be in a position to buy any airplane, nevermind something over $800K.. a lot of locals attend EAA airventure just because it's a cool thing to do.
But it's not all about marketing, the product has to stand for itself, and the fact that one maker sold them by the hundreds on an annual basis while the other couldn't even squeeze out 10 is a sign of this. If the product was all just marketing smoke and mirror you'd see them being dumped shortly after being sold new, a flooded used market with low prices, and no new aircraft sales.
Why Mooney would be wrong:
Objectively, at least the last iteration of the Mooney, was in just about every way inferior to the Cirrus. Cabin comfort, useful load, avionics integration, overall interior aesthetic feel, bells and whistles (you cannot get FIKI, turbo, and A/C all on the same plane).. all fell short of what Cirrus offered. And while the glide range may be better on the Mooney and it has a "roll cage" that argument falls apart when you're telling a nervous wife who is not a pilot and their two young children that your airplane offers a parachute. No glide range or roll bar will top the sheer simplicity of "but Susan, if your husband dies and both wings break off you can always pulls the chute" - and for what it's worth, very few people take their unpressurized SE pistons above the mid teens.. at 16K the Mooney and Cirrus perform very close to each other in cruise speed. Plus, the whole "wow, this feels like my car" thing helps too.
The Mooney *is* a good plane - for the used market value of something like a J it's basically the "maximum plane" you can get for your money. But, like most general aviation, Mooney stopped innovating at some point many decades ago. People stopped buying Bo, Mooney, 210 (or whatever they're calling it now) because the products simply stopped the innovation cycle and it's not worth most people to spend $800K+ on something that is effectively a 60 year old plane with new seats and avionics. They can pick up on the used market the same for a fraction of the cost, and which typically has better performance. If you really want new avionics you can add those yourself for far less than it would have cost to buy a brand new plane