I know exactly what you mean. If DTS spent half the time working on their code that they do writing up these crazy announcements, they just might have something to show.
So far, they have a sort of working 11.1 channel based codec, and a few mixes that push a lot into the heights. Their up-mixer puts a lot into the heights, to the point of getting distracting, or even annoying on some content. No content allows the "dialog level control" to work yet, and I doubt it ever will. And the flexible speaker layout is just plain missing. They did not add a single new speaker position option over what the AVR's had for Dolby Atmos. The ONLY thing new, is the ability to use the side heights that are part of Auro, if you already paid for that upgrade.
DTS has had a good run on Blu Ray, and they are using that position to say they are better. But let's get real for a minute. Before Atmos, Auro, and X. Almost all movie soundtracks were either 5.1 or 7.1 channel based with the same expected speaker layout. Dolby and DTS used a slightly different take on getting the PCM data to the home while using less bits. But in the end, the delivered audio, was the same lossless 24/48 PCM audio. There were a few 96K and even a 192K here and there, but the vast majority, was 48K. With DTS HD MA and Dolby True HD the end result of the same data going in is the same data coming back out. They offered a few differences in how they handle the older lossy codec version and in how dialog level and dynamic range control is applied, but in the end, what DTS won was they offered a slightly cheaper and easier to use mastering suite, so the studios jumped on it, in a big way.
With the advent of Dolby Atmos, things have certainly changed. Dolby worked long and hard with the studios to make sure the mixing process works well and does not get in the way of making a movie. It has been greatly accepted by the movie making community. I think the count is closing in fast on 400 titles mixed in Dolby Atmos, in under 4 years since "Brave" opened back in June 2012. DTS is having trouble getting studios to use their mixing system. Giving away the mixing tools for free has not seemed to help that too much either. Good luck finding a theatre setup to play DTS-X. I think they have under a dozen. The one I know of is only playing 13.1 channels. I was hoping to get a chance to hear "Allegiant" in DTS-X but it seems it got pushed out by "Batman vs Superman" a bit too quick. It seems any decent movie is being mixed in Dolby Atmos now. I can't think of any movie that is mixed in DTS-X that is not also going out in Dolby Atmos.
What am I missing???
From where I am looking, it seems DTS is grasping at straws after Dolby totally caught them off guard. DTS was hoping they could hold on to their lead in home BLu Ray, but that lead may start to slide now. There is a bit of a dip in the home versions of Atmos coming out, but hopefully, this will soon end and more of the 300+ Atmos titles will start to show up. I don't have any real information as to why they are so slow to come out, but there are a few speculations. From what I have been able to find out, you can take the Dolby Atmos Cinema mix, and create a home BLu Ray version directly from it, but... It seems that some aspects do not translate perfectly. The spacial relationship from a movie theater to a home theater is a bit different. For one example, at home, the left and right speakers usually sit outside of the screen, in a theater, they are behind the screen, a bit inside of the edges. So if a sound is panned with the image on screen, the sound moves too far at home. So the studios have to decide if they want to do a home theater version or not. The size of objects can also pose a problem. In a large theater, an object may be tagged to be 1/3 of the room, but at home, with just a single speaker on the side, a large object now covers the room, not a portion of it. There may be other things too. I heard some talk that a full on Atmos mix does not down mix too well to the 2.0 speakers built into a TV. And as much as we do not want to hear it, probably over 80% of BLu Ray audio is still being heard through TV speakers. So... Maybe Dolby did leave a small opening for DTS if they can make these things work a little better, but from what I have heard and read from others, they seem even further away than Dolby, by a long shot. As nice as it would be to have a completely automated way to translate the cinema mix to the home format, I do believe that a person with the creative control should make the decisions on any changes and not some math just making it "fit". But needing a skilled person, adds cost to the equation. But right now, the count is 39 Dolby Atmos disks to just 4 DTS-X disks. That is a pretty big margin. And from the reports, the DTS ones are just 11.1 channel based. Not really using objects at all. The only thing they are really doing is managing the down mix in the AVR to your speaker choices. Atmos is real objects, even if it is limited to something like 14 discrete ones right now, at least they can move and pan through the speakers on top of the 7.1 bed channels.