You can't blame a format for the implementer's "misuse".
I agree, I don't want more audio gimmicks in the form of random single gunshots zooming through the room, explosions for no plot-driven reason but only because explosions are cool, etc. However, I don't blame my speakers when someone plays shitty music through them.
The immersion that can be possible using Atmos sounds very promising to me. Not only for film, but video games as well when and if it is implemented.