This is just yet another gimmick luring people with star power. There's noting special about spacial audio over stereo audio.
The whole spacial thing with headphones/earbuds just isn't there yet. A good stereo mix will kill any Atmos algorithm down-mix any day. Don't get me wrong, there are some really interesting binaural mixes out there but anyone that says they can pinpoint the spacial placement of sounds in a binaural environment is wishfully thinking.
If you blindfold someone and play a video scene with effects placed in 3D space, and ask them to point to where the sounds are coming from they will be able to identify left and right without issue but discerning up/down and front/back will be a total guess, and will be wrong half the time. We did that test in our Atmos studios and it was an eye opener. Everyone was sure they knew what was going on until we took the blindfolds off to show them the really story.
The point is, when listening to spacial audio with the video, your brain places the sounds correctly any you're amazed, but without the video it's a total guess. And if you understand how the ear and brain work with audio it's clear we're just not there yet.
Spacial audio needs space, and lots of speakers.