True, many folks desire a lot of overhead action, (I love it) but that's not really what it's all about depending on your musical tastes. When we talk about our 5.1 systems most classical-jazz guys have always called a lot of action in the surround channels gimmicky. They want the mix mainly to put them in a seat at the concert hall or nightclub, only adding sounds of the environment in the rear channels. It's exactly the same for the immersion formats.
I've had friends (some musicians) listen to my rig playing the awesome BookaShade, Yello Point, Mando Diao Aeita mixes and they don't get it, still believing in the old stereo window to the stage thing. I try to get them to understand the artistry of a heavily immersive mix but they still don't get it.
I'm hoping the revived interest Atmos, etc has brought to the public eye that this wave of interest in multich sound doesn't crash like it's done a couple times in the past.