I think another question that comes into play here, is from a consumer perspective, surround sound for music never took off because very few people have the speaker setup. Besides soundbars / beaming technology trying to replicate Atmos, I’m just not sure why this wouldn’t fall flat the same way?
On a separate note, are you also creating different mixes for ADM and BIN files considering the difference in True Peak/LUFS between the two, working with the center speaker / LFE, etc.? Just curious since I’ve only worked in Atmos via Sound Design thus far.