First of all, we don't have many Dolby enabled speakers at all, we are seeing more up-firing modules. Secondly, "no one" "truly" likes them? Audioholics don't, but that's a very small minority of an already small minority of AV enthusiasts. I've heard arguments against up-firing speakers for example, but my ears are in love
For non enthusiasts, Atmos is a difficult technology to fully appreciate never mind implement. Cutting holes in your ceiling is a non starter for most. Then if you read up a little you "might" work out that you can have down firing speakers* which now need to be positioned correctly. Or you may find out about up-firing speaker modules which require the "right kind" of ceiling.
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* This is what some enthusiasts started doing by the way which is why you will struggle to find the old Sony HT satellite speakers on eBay any more. They were cheap and good enough to do the job.