Jean Dolby Atmos is not bad, but from my point of view and experience, it´s mostly contraproducitve. On other hands, Dolby Atmos needs licencing and licencing cost a money, so I fully understand why Nothing didn´t adopted it. But, there are few other ways, how to “improve” the sound or give customers some options for way less money - DTS & Dirac.
Or, they can unite with Poweramp developer and adopt Poweramp equalizer with Poweramp DSP and voila, we will have superb EQ options and sound processing :-)