I just had to comment, new to the forum. A few years ago I tried surround at home in the living room (other than the main hifi) which had Dynaudio Contour 1.3SE speakers in the front, and since at the time I had nowhere to put rear speakers, I installed Dynaudio IP24's in the ceiling as rears ($1500/pr). It was a smallish bungalow in the Seattle area. After turning it on for the first time, it became SO apparent that the ceiling drywall was coloring the sound so much, as I had no room for rear speakers, that I just never turned them on again. The 1.3 SE's just CRUSHED them, all I could hear was the coloration of the drywall. It cost me more to take them out and patch the ceiling than the speakers were worth. Lesson learned.
I've been in the A/V business for over 35 years, sold THOUSANDS of pairs of in-wall/in-ceiling speakers and I personally wouldn't touch ANY of them with a 10 foot pole ever again. The only place I ever heard in-walls sound decent was in a million dollar dedicated custom HT with special bracing, boxing and damping behind the wall dedicated to those side/rear speakers (they also happened to be Dynaudio IP24's), and this room was built from the ground up.
For the industry to just be selling us more and more crap, going from 5.1 to 7.1 to 9.2...what's next, 17.4? How about BETTER speakers, amps, DACs, cabling etc., rather than just MORE of it? This is beyond obscene, IMO, and they're deliberately trying to make current receivers obsolete by introducing more formats, every year, and they've been doing this for years, just so you feel you have to buy new gear all the time.
Now I'm sure if ATMOS was done really RIGHT, with the customer having deep pockets, it might sound relatively impressive to some, but for the vast majority of you (like 99.9%), you are FAR better off UPGRADING what you already have than just buying MORE mediocre stuff! I'd rather have 1 Porsche than 10 Hyundais! To each their own, but this is marketing gone berserk. I'm just going to settle for a 6-figure 2-channel setup. If you've ever heard holographic imaging like I'm getting, it sounds like sounds are coming from behind and above me, and there aren't any speakers there! You're better off with 2 superb speakers than 9 mediocre ones (and the rest of the system to boot). Another way to look at it is if you want the same quality from 9 speakers+sub as 2 without a sub, you better be prepared to spend 5 times as much money!
Just my 2 cents...