The 20k atmos guys might have blown the daylights out of the 500 dollar soundbar guys or the 30k speaker (60k, 80k whatever stereo) guys, it appears....Whenever i talk to those guys on the facebook groups, they seem very satisfied, might be the real winners...
p.s. they also seem to have rooms designed from scratch, spent more cash on the same (On the other hand, room construction is like kryptonite for super audiophiles).