If this statement was true for home Atmos, I would completely agree.
But from what I have read, Atmos is based a fixed bed 5.1 or 7.1 mix where a channel is now called an fixed object.
This appears to be a marketing attempt to claim that it is fully object based.
The mix includes some objects placed within the bed that are extracted by the Atmos enabled processor, removed from the bed, moved in a 3D space with the aid of ceiling channels.
It seems that a smart down-mix is still required. Maybe that's not hard with the proper tools but it is not just one mix.
If Atmos were truly object based then it would map to the existing speakers with knowledge of their positions.
Even then, it might not be significantly better than a channel-based mix, but it would be "one mix to rule them all"
How many people will purchase the Atmos processor for use in the 5.1 or 7.1 system and expect an improvement and how many sale people will be happy to make that claim when they failed to sell them the new Atmos speakers or modules?
- Rich