I think there are three distinct groups.

Those that don't care, those on budget/constraints that may want to try, those who will use it a foundation for their setup.

Its success will depend on group 2 above and only if it is easily accessible/cheap, a bit like budget 5.1 is now. I think part of issue with 3D was, amongst many other things, having different versions of the same release and the associated cost premium. Are Atmos encoded discs backward compatible with existing non Atmos players and 1 disc will fulfill both markets?

I suspect that, in the end, group 1 will prevail as its probably more than 99% of the market and it will fade into a niche market just like 3D has.

Imho

Meridian owner since 1992
Prime & PSU, Focal Elear headphones, Roon (ROCK 8Gi5 NUC), Explorer 1 & 2, F80. 200/203, various Sonos (via Roon).