I enjoy Dolby Atmos, but in 5.1 format (downconversion in the Marantz pre/pro from AppleTV streamer).
I think the requirement for a pair (or four) ceiling speakers will be the deal-breaker for nearly all audiophiles. The Atmos requirement for a ceiling speaker installation only works for wealthy people who have dedicated home theater rooms in their house. For that small group, listening to Dolby Atmos music in a dimly lit theater room, with the curtain for the blank screen closed, is going to be minority activity. That expensive room is going to used for movies, not music, because it’s really a single-purpose room. It’s not a relaxing place to socialize with the lights on.
Which leaves the rest of us, listening in either our living room or a dedicated music room. What percentage will install the Dolby Atmos ceiling speakers? 5% of the 2-channel audiophile market? 1%? A few audiophiles will tolerate rear speakers and the nuisance of running fat cables around the room. Fewer still will tolerate moving the couch out into the middle of the room to accommodate 7.1 surround, and the required four side and rear speakers, and the required cabling.
And now two or four ceiling speakers, requiring an expensive professional installation to cut the holes, install the speakers, and snake the wires through the walls? If you want to upgrade the ceiling speakers to timbre-match the others, you call the installer back to cut new holes?
Not to mention the discrepancy between the size of the existing 2-channel catalog vs Atmos remixes ... maybe 100,000 to one, or being generous, 10,000 to one?