I'd be a lot more jazzed about Atmos... if they f'in released it!!!
Hiding the decoder in hardware to force new equipment sales looks desperate.
Hiding it in hardware? It's an encoded format for god's sake. Does your computer have at least 9.1 discrete analog outputs on it that it can decode Atmos in "software" ? HDMI has its analog limits as well. You're going to nerd hardware period to do it. Otherwise, it has backwards compatible 7.1 output for older systems.
Pushing it like a marketing buzz word with products like soundbars that can't even do mono very well makes it look like they're hiding some performance issues or something. (Or there's BS upmixes or scratch mixes to hide.)
Frankly, you sound bitter. There's good and bad stereo and 5.1 mixes out there too. THX did admittedly turn its brand into milquetoast by putting the label on everything and everything to make a buck and it does seem like Dolby is similarly trying to push the name. On the other hand, the average consumer doesn't know Atmos from a hole in the ground so name recognition is important and if some crappy sound bars and headphone mapping lads to more music made with Atmos that works on real Atmos systems with 9-34 channels, then it's probably a small price to pay.
New products are well and good. Cheapness products arguable have their place. They pointedly aren't releasing this for anyone that already owns a capable system and has used a computer based media system for the last 20 years.
What's your definition of a "capable" system? Mine has 17.1 (11.1.6) channels of PSB speakers rated for +/- 1.5dB frequency response on-axis. In practice, I get in room +/- 3dB response over nearly the entire audible bandwidth range with +/- 2.5dB in the 20Hz to 200Hz range at the MLP. Atmos sounds fantastic with a great mix.
Buying many used or demo speakers online, the overall cost wasn't as bad as one might think. Probably around $8500 for all the speakers including the subwoofer (and not all at once since I started with a 6.1 PSB system 11 years earlier. Likewise, I reused amplifiers as well to power that many channels). I've seen people spend more than that on a single pair of boutique (i.e. Stereophile recommended) brand speakers to questionable results for the dollar spent.
I'm using some expansion methods to go beyond the 11.1 AVR, but a Monoprice HTP-1 for $4k would give me 15.1 discrete over the same arrangement (using Pro Logic processing to do the last remaining two speakers "near discrete"; You use two Pro Logic processors to extract a "center channel" between two other pairs, which I'm using now for "Top Middle" between front/rear heights.
But if one doesn't want to invest in Atmos, one can continue to use Atmos soundtracks with 5.1 to 7.1 playback.