The biggest difference between things like 3D video and Atmos / DTS:X is that the video comes with some nasty downsides. Sitting in your viewing room, whether it is a dedicated home theater or just a comfy chair with a flat panel, with a pair of active shutter or even inferior passive polarized glasses makes you look like a dork. You are not going to want to do that unless the experience is so mind boggling that it blows away "regular" viewing. Sadly, unless you invested in a projector that had world beating output / resolution or a flat panel that could be tuned for both eye melting brightness AND crisp blacks, 3D had some major negatives.

With the object-oriented codecs that are the heart of DTS:X and Atmos all the good stuff about multi-channel GETS BETTER and the only "negative" is how many drivers / amps you need to run, which to most of us that like AV hardware is not a negative, but an opportunity

I have heard several demo systems with Atmos and it truly does enhance the "immersive" effects as well making for a considerably larger "apparent sound stage". It generally also has better "localization cues" for things ranging from on-screen action, outside of frame effects / conversation and even main channel dialogue. With high quality drivers (one of the local shops has a Focal system that probably costs more than most Porsches) the improvement with 9.4.2 setup over a similarly costly 7.1 (which already blows away 98% of what not-so-skilled home owners fall for) is pretty remarkable. I also know from experience with prior AT / Outlaw and similar products that with a quality pre-pro, well built but not stratospheric speakers and careful setup an affordable-to-mortals surround installation can be practically indistinguishable from the high dollar stuff.

So yeah, I am eager to see some good news...