To be frank, I sincerely hope Emotiva does not jump on that bandwagon. There is simply no benefit to be found from Atmos. Why buy two speakers, for L and R each, when you could just buy one quality speaker and have a clearer sound stage, and not worry about delay between the direct radiating front speakers, and the time it takes to bounce sound off the wall for the 'height' channels. This hobby is already incredibly complicated, why make it worse, especially for people who just want to have a good stereo in their home, and maybe ditch commercial theaters.
When marketing goes too far...