BACCH has really dominated the market in the 8 years it has existed. Totally dominant. Probably at least a few hundred people have heard of it.
It is a good technology for one person, calibrated for that one person, in one specific environment. No listening parties. No trade shows with more than one person in a room. No listening with your spouse, family or friends. That limited market means it will always be a fringe product and hard to justify for any content creators.
If I were them I would ditch their present business model and work on only the ear calibration for headphones. Way bigger market. Stupid to compete with ATMOS and similar. They won’t just lose. They already lost. Ship has sailed. Integrate with them and make them better for the headphone crowd.
@fittebd you think most music available will work? Heck no. It would all need to be remixed. Who is going to do that for such a small market? Almost no one. The only steady stream of music that could be adapted automatically would be ATMOS.