New sound immersion processes

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:

If you are spending $$$ on two channel stereo it is like investing in buggy whips. Yes, you will have a great buggy whip but in five years you will need to invest in Atmos if you want the best streaming experience available. When Apple started offering Atmos the industry changed overnight.

The good news is Atmos is backward compatible, Atmos sounds great through two speakers or headphones. Objects sound different than channels even through two speakers.

Surround sound is for adults who still pine for Disney World.