Tom Cruise tried to hire that squirrel for his sidekick in one of the Mission Impossible films, the agent for the squirrel played hardball, wouldn't budge, wanted too many special treats for his client, in the end Tom went cheap and hired Simon Pegg.
There is some clever behind the scenes stuff going on.
What they don't tell you is they use trained squirrels to upmix everything, they wanted to use monkeys but found squirrels were quicker and ate less, this is why it costs so much, it's nuts i know but that's what they eat.
Unless we start to see more fully equipped receivers or pre-outs that allow you to use an existing receiver with your brand new Atmos one then i think this will remain a niche market, only 2 studio's announced, pah, they must have tried to get more on board but failed. I have no interest in...