Hot take.
I don’t even consider the Direct Drive “technologically advanced.” There’s nothing “advanced” about it. If anything it was cheaper for WP to make vs. the belt drive. We customers were just lucky it was also durable.
The Maytag helical is I think more technically advanced, just for the inventiveness and sheer simplicity of the helix engagement and NO clutch. Just using the slipping belt as a clutching mechanism.
Marketing-wise, I guess you could argue Whirlpool’s self cleaning filters were nifty technology.
Performance is mostly in the cycle programming, which WP had was pretty good. Sans the poor spray rinsing.
The Dual Action agitator launched via Kenmore was pretty revolutionary I’d also say. But those were launched on the belt drives, so….