Dave - I’m not Atmos yet but if I’m reading the tea leaves right: -With iTunes, it seems that audio and video options aren’t tied together, and it’ll play the best Of each that your system can handle. So if there’s a movie that offers both UHD and Atmos, but you are only HD and Atmos, you’ll get HD video and Atmos audio. -Vudu seems to have audio and video locked together. So the UHD and Atmos are bundled together there, so if your system can’t do UHD, it’ll play back the HD version with whatever audio is locked to that format (usually DD+ 7.1 or 5.1). I can’t verify that 100% but I can verify that improvements in iTunes masters will flow downwards to lower resolutions and that doesn’t seem to be the case for Vudu. I can test that because my TV is UHD and my PJ isn’t. So when iTunes gets a new UHD master for a movie, if I watch that movie on my PJ in HD, it’s an HD version of the new master and not the previous one. In Vudu, when there’s a new UHD version, that’ll play in UHD, but if you watch in HD, you get the older HD master and not a new HD version of the new master. The AppleTV using iTunes seems the best option for taking advantage of whatever your system can do now with what’s the best option available. I’m really much more impressed with what iTunes is delivering compared to everyone else. The AppleTV in connection with iTunes seems to be designed to give you the best experience based on what you have, not to force you to upgrade everything to be able to enjoy anything.