Atmos requires special mixing and encoding that costs money to do for something that 99.5% of the population does not have or in the opinion of many, do not need. That's the problem. It's the same problem that SACD and DVD-Audio had. It's that 'cool' factor that they tried to sell telling people that they needed a new player that could play these formats and that they would be blown away at how much better it was. With Atmos, they are expecting people to toss out there legacy DD and DTS AVR's (Which most....including me are perfectly happy with!) and go out and spend lots of money on a new AVR.......Piles of speakers etc for the next 'cool' factor in HT. In my opinion, substantially less than 1% of the population will do this........so where does that leave the format moving into the future?