@AcuDefTechGuy -
It probably shapes one's opinion of Auro-3D to actually have it.
Two of Yamaha's new receivers add Auro-3D for the first time.
Meanwhile, I've got Boss Level coming in Auro-3D and Twister comes out in an Atmos/Auro 2-pack on August 28th from Turbine. (That will be my 17th Auro-3D movie plus I have several music albums).
I just got Dragonheart and Daylight in Auro-3D a few months ago and they just passed 100 music albums in Auro-3D. Odd for a dead format.
Given how bad most Atmos movies are in terms of quality, I'd say the best shot a competitor could have is simply to make more immersive soundtracks than these Dolby Crapmos examples.
(Site still gives me problems)