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Lets not also forget that many purchasers will be in the states where houses are often much bigger, and more accommodating of a more involved system.
That correct, that's the main area Atmos could be installed in but it's not mass market

Youngsters today can't afford a house let alone high value home cinema to go in it.

Jaguar had this problem years ago when all the 'Old Colonels' were dying off and the cars had little other appeal. If your market changes, you have to change too.

No 18 in the Hall of fame smile I have simple tastes; I am content to settle for the best:
GIK monster bass panels, rear wall. QNAP TVS 471i3. Roon into DSP5200SE via 210/ 218 zone... Explorer 2. Bluesound Pulse 2, Mini & Flex. 596v1, 518, Foxsat HD, Sony BDP, Pioneer 5090, 2 Chromecast's for LRB videos. MS200 to F80 for a Roon zone