Aside from Trinnov, I think another example might be Dolby Volume. It was demonstrated at CES, and so far none of the Motorola or TI chips have it.

As DSP power increases, it's interesting to see what problems manufacturers are able to tackle. First they used DSPs to deal with legacy content in a market where surround had become popular (surround processing). Then it was to deal with unwanted contributions from the listening environment (room correction/EQ). Now they're finally dealing with how our human hearing fails to remain consistent as levels are altered (Dolby Volume, THX Loudness Plus, Audyssey Dynamic Volume/Dynamic EQ).