I like the proactive approach of suggesting better solutions!
It does make more sense, but, just a few 'manufacturing' type thoughts that might have come into play:
-Designs which pivot might add considerable expense to both direct and indirect costs to build the speakers. The question manufacturers likely asked when discussing a rotatable driver is how much perceived value would be gained versus the increase in cost (and/or less margin) to their target market.
-When developing standards like this, to get adoption generally they'll try to use whats called 'existing processes' or "steps in the manufacturing lines that already exist" .. so, drilling another driver on top and adding another set of binding posts is much easier for a manufacturer to adopt than a rotating solution. They already have a "step" for cutting the holes (likely on a CNC machine, so your just adding a little machine time to each sheet), and a step for adding drivers... but not one for pivots, etc.
-Another thing to consider are things like customer education (will they know what to do with the rotatable speakers by documentation, and, who will handle phone calls/customer service) and quality control resources.
Even on a small line, this stuff adds up fast. A few dollars worth of material costs might mean dramatic difference in total cost. Doesn't mean its not possible, though - if a manufacturer thinks they have a market they very well might, as others have done for inwalls and such mentioned earlier.
Gene why not adjustable in ceiling speakers, like for example the Martin Logan Architectural Series . As Dolby has noted the home Atmos is designed for 8-9 ft ceilings. If I had to go Atmos, adjustable in ceiling speakers would be my choice to supplement my existing speaker system.
Ceiling speakers are an option. The reason for these 'Atmos enabled' speakers with a driver on top is likely designed with those not willing to run wires and cut for inwalls in their home (or whom can't).
Sure I don't see why not but time will tell if the whole Atmos speaker concept takes off or not.
Nod. So far seems like the benefit is more to the studios.