I agree, if you replace (or wash depending on type) your air filters regularly AND vaccum, then you probably don't need the ducts or air coils cleaned. However, if you purchase a pre-owned home, and the previous owners did not regularly change the air filter or vaccum the home, then duct cleaning is worth the expense especially if you are sensitive to allergens. Especially if the previous owners had pets.
The amount of debris or mold present in your system could certainly ratchet up the overall price. The cost of mildew removal is around $0.07-0.08 per square foot, on top of your initial cost, according to Blue Book. Removing these elements involves added time, special equipment and even special chemicals. In fact, you may be referred to a specialist if mildew and mold is too severe.
The cost to replace a central air conditioner is about $5,000. However, this price varies depending on the size of your home and the difficulty of the project. It can cost as much as $12,500 to replace an AC unit. The labor required to remove and dispose of the old system adds to the price. The size of your home, brand of AC unit and ductwork complexity can all raise the cost as well.
Some systems include an "economizer mode", which is sometimes called a "free-cooling mode". When economizing, the control system will open (fully or partially) the outside air damper and close (fully or partially) the return air damper. This will cause fresh, outside air to be supplied to the system. When the outside air is cooler than the demanded cool air, this will allow the demand to be met without using the mechanical supply of cooling (typically chilled water or a direct expansion "DX" unit), thus saving energy. The control system can compare the temperature of the outside air vs. return air, or it can compare the enthalpy of the air, as is frequently done in climates where humidity is more of an issue. In both cases, the outside air must be less energetic than the return air for the system to enter the economizer mode.
Asbestos removal tip.  Don’t trust any HVAC installation company that says that they will remove asbestos for you. They will do either one of two things: remove it and do a horrible job because they don’t know how (an illegal act in California, finable by up to $250,000), or they will say they did and never actually do it, which is dangerous to your health. Any HVAC contractor worth their weight will know not to touch it. Call an asbestos abatement company – it should cost around $500-$1,000, and your HVAC installation company will come in right after them and do the installation to decrease cost and inconvenience.

An air conditioner's compressor contains a refrigerant. As it works, it sends this refrigerant through the system. As warm air blows across the coil that carries this refrigerant, the heat transfers to the refrigerant (cool always absorbs warm). A fan moves the cooled air through the ducting and out of vents that lead into the rooms of your house. The refrigerant returns to the compressor where the absorbed heat is moved outside. The refrigerant is then sent through the coil once again to continue the cycle.

Is duct cleaning worth it? There is not a yes or no answer that suits everyone. On an Air Force base, the system was not air tight and there was leakage around the filters. The system got dirty. A professional company was called out. The Duct was big enough that a technician could go inside the metal duct and clean it. There was a new Air Handler installed and things were sealed up better. in this case it was worth it.
I to had an odd layer of white'ish dust building up especially during seasonal periods when the HVAC ran a a lot. I carefully swept up the fine dust into a small pile and had it analyzed. Turns out it was very fine fiberglass powder dust. It turns out it is the insulation form the attic! (My attic has blown in insulation). Turns out if you (I) had small gaps around my HVAC registers in the ceiling whee the airs blows into the room. What occurred in my case was that the exiting air at that seam creates a vacuum effect at the grate vent cover and draws and then blows fine insulation dust from the attic into the house. Removing each register grate and sealing each tin outlet gap with calking between the dry wall ceiling and tin fixed the issue. A couple were so bad with bowed gaps I had to screw down the bowed tin to the attaching stud better. Checking the very same glass top desk that catches and shows any dust accumulation now shows only very small amounts of normal house dust build up over several weeks. A big, big improvement. You might have a look by simply removing a couple vent covers yourself.
Brands like American Standard, Trane and Lennox cost the most. Goodman is the cheapest. The rest populate the middle of the spectrum. Here’s something to know: The quality among brands isn’t as great as price differences. The difference in prices reflect that some customers want “bargain” equipment to save cost and others want “premium” equipment they believe will run longer with less trouble. Therefore, each manufacturer has priced to meet consumer perception.
Air conditioner size is measured in “tons.” However, the tonnage of an HVAC unit is not actually based on its weight. A “ton” is simply a measure of an air conditioner’s ability to cool your home. One ton is the ability of your air conditioning system to cool 12,000 BTUs (BTU stands for British Thermal Unit) in an hour. Likewise, a “2-ton” central air conditioner is able to cool 24,000 BTUs per hour.
Air duct cleaning service providers may tell you that they need to apply chemical biocide to the inside of your ducts as a means to kill bacteria (germs) and fungi (mold) and prevent future biological growth. They may also propose the application of a "sealant" to prevent dust and dirt particles from being released into the air or to seal air leaks. You should fully understand the pros and cons of permitting application of chemical biocides or sealants. While the targeted use of chemical biocides and sealants may be appropriate under specific circumstances, research has not demonstrated their effectiveness in duct cleaning or their potential adverse health effects. No chemical biocides are currently registered by EPA for use in internally-insulated air duct systems (see Should chemical biocides be applied to the inside of air ducts?).