Theta's "upgrade path" hardly seems "cost effective" -- $7000 "trade in program"?? http://hometheaterreview.com/theta-digital-announces-two-new-casablanca-prepros/

OTOH NAD has a modular design in their pre-processors and receivers that seems cost effective, at least as means of keeping the units useful for folks who need / want 4K video -- $199 looks like a solid value http://hometheaterreview.com/nad-announces-4k-ready-mdc-program/ (Peter Tribeman's experience with NAD really is very impressive -- almost four decades ago his leadership stands out as a high water mark in what can be acomplished by a firm infused with deep engineering talent -- http://www.tonepublications.com/old-school/nad-3020-integrated-amplifier/)

In tangentially related news, ATI, another long term 'friend' of Outlaw is jumping on the Auros bandwagon -- http://hometheaterreview.com/ati-to-support-auro-3d-audio-format/ I don't follow the Auro stuff as closely, but it seems like they are aiming at the "crazy high end" -- http://www.bigpicturebigsound.com/What-s-Up-with-3D-Immersive-Sound.shtml http://www.twice.com/harmans-jbl-synthesis-systems-upgraded/58955

Might it be that Peter's elves are working overtime to incorporate all three immersive audio formats???