That is exactly the point. Unless they recover their development cost they will lose. I would say that it had better be objectively and subjectively a lot better than Dolby Atmos they are headed for heavy losses.
Don't forget that the way things are now if a guy buys and AV system and only intends to use it for two channel he is stuck with all those licensing fees.
So there really needs to be an objective assessment of this system pronto. If it brings nothing new to the table, then that needs to be widely known, and adding the licensing fees needs to be a negative sales draw.
Back in the old days Dolby issued noise reduction B and then C consumer formats, and kept A pro. This was smart as Dolby especially, but also C was tolerant. dbx 1 was pro and they came out with dbx 2 as a consumer product, but it was nearly as tolerant as the domestic Dolby systems, and Dolby one out big time.
So, my point is that this DTS:X had better be significantly better than Dolby Atmos.