Even if Disney were to charge consumers $3+ more per Blu-ray title for DTS X and Dolby Atmos, most audiophiles will pay for the feature.
For consumers that have not upgraded their A/V receiver and speakers yet, those consumers should still want this, since once they upgrade within 3-5 years they will have a big selection of existing Blu-rays to listen to that contains object based surround sound.
Every movie that contains a DTS X or Dolby Atmos soundtrack in the commercial movie theater should also be released on Blu-ray the same way. That would be ideal for consumers.
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