New sound immersion processes

Sorry Kota but yes, Atmos is a type of surround sound.  It may be now considered "next generation" and far more compute and software intensive than the previous generation of discrete digital or analog formats but it's very much a type of surround sound.

Given this is a 2 channel forum, my thoughts are that object-oriented sounds don't really lend themselves to any type of purity testing.

Consider for instance a close-miked guitar that you put into an immersive audio recording.  Well, now you don't have a specific L, R or even S recording of that guitar.  You have a guitar recording which can be placed anywhere in the sound field, and whose exact bit shape will vary from system to system.  Seems wrong for music, but probably good for live music reproduction, when trying to capture an auditorium, but seriously, those types of features have come and gone from many vendors.  2 channel stereo has never been shaken.

Should also point out that Dolby is, by-and-large, in the special effects business.  Their business model is to over saturate the senses, not to bring realism.

Not saying it's bad, but two-channel stereo listeners are looking for fundamentally different things than an action director or cinematographer want to bring to your living room.  I'm sure there will be a handful of Atmos music videos, and that's all they'll be. 

but two-channel stereo listeners are looking for fundamentally different things than an action director or cinematographer

There are no "two channel stereo listeners", there are only "music listeners".

There are "two channel music creators", the mixing and mastering engineers. Can you sing in two channels? Nope, the engineer needs to mix it that way.

“We’ve been waiting for a replacement for stereo for decades,” says Jan 'Stan' Kybert, the engineer responsible for installing the Dean St. Studios facility. “It’s an ancient technology. With music you want to feel something, like with a Saturday night or Sunday morning record. They make me feel ‘Saturday night’ or ‘Sunday morning’. That feeling has been lost with stereo now, and it’s not stereo’s fault, but with Dolby Atmos that feeling is there. It’s bigger, more exciting and wants to make you move, be more intimate, more relaxed or whatever. Everything it does it does it on a richer level.

Check out:

This isn't a codec, its a movement and dolby atmos is being adopted by the music creation community: