A possible solution for all the various, audio, video, connectivity, room EQ SW protocols can easily be addressed by the major brands...
Make each 1 a download option, include the subject royalty in the download so then the user can select what he wants depending upon his requirements. If he wants Dolby Digital and Dolby HD Audio but not Atmos, why pay for 1 that he doesn't want. So now the user can customize his AVR to address his own preferences..
Just my $0.02...