We would like to inform you that the Zero-M™ technology will remove hair wrapped around the brush roller over time as you clean. As you mentioned, it is normal for you to see hair wrapped around the roller. This will make its way off and to the dust cup as the brush roller spins while you vacuum. By running the vacuum for a longer period of time, we are confident over time you will see the benefits of Zero-M™ technology. If the hair is not removing from the brushroll, as it should, there may be a blockage in the vacuum. We are happy to assist you with this further. Please share your contact information with us via helpfulshark@sharkninja.com.