Well, the girlfriend and I moved in together a few months ago and I'm finding myself with a nice jump in disposable income from combining expenses, lower insurance in the new zip code, eating at home more, etc. Since she had the speakers on the ceiling, I used that to justify upgrading my pre-pro from a Onkyo PR-SC885P to a Yamaha CX-A5100 for Atmos and converted her old receiver into an amp for them, and I'm actually pretty shocked at the improvement in the overall sound. Now I'm getting that "voice that won't stop" you mentioned... It's been quite a few years since I've upgraded anything, so what the heck.... BTW, Atmos is REALLY cool if you haven't tried it - better than I expected.
A friend of mine has Hsu and his system sounds terrific - but these Ultras are getting SUCH good reviews, I'm really leaning that way, plus between Ed Mullen responding personally to pretty much any issue I've ever had, sending me a new woofer with "running improvements" when I mentioned I heard some bottoming, and giving me a Sledge amp at cost when the original BASH one died, SVS has provided me amazing customer service over the years - it's really hard to go with someone else when I know they have something top notch to sell me at a reasonable price.