Most people I know don’t have dedicated HT rooms for sure.
Most people I know don’t even know what DTS-HD MA or TrueHD is, much less ATMOS or DTS:X.
And when I see homes with dedicated HT rooms, the HT rooms are usually upstairs and are usually 14 x 18 with 8’ ceilings with no attic space for in-ceiling speakers.
As far as DTS vs Dolby, I think the Dolby marketing team got really smart.
With the first war (DTS vs Dolby), I think DTS kicked a$$.
With the second war (DTS-HD MA vs TrueHD), I think DTS really kicked a$$.
But with the third war (DTS:X vs ATMOS), I think Dolby really kicked a$$, at least so far.
I suppose there is alway time in the future for DTS:X to catch up and exceed ATMOS, but not yet as of today.
Since most people at HOME aren’t willing to install ceiling speakers, perhaps DTS:X may eventually win. Will see.