The home theater community also advocate use of oxygen-free directional cable, as well as aligning all the keyholes in your house. What do they know!
Fortunately, there are enough reviews of directional sound on the internet to know that you are reporting nonsense.
There are nut jobs in every field of interest. For example, there are Apple fans who believe Macs cannot get viruses. Everyone with a brain dismisses these people. So no, the community does not advocate stupid cable myths.
Plenty of paid positive reviews, or non-paid negative reviews do exist. Correct. Or reviews made by people who have literally no idea what they’re talking about.
There's a brief introduction
here. Things get a lot more complicated when you have high end soundbar like
this one with loads of internal speakers. The wizardry is in signal processing that takes account of your room's characteristics.
Is there some kind of effect? Yes. Does it emulate an actual Atmos speaker layout? Not even close. The rest is just marketing BS to try and make a sale at a particular price bracket. There’s a reason why you don’t see soundbars in actual home theater setups: they simply can’t get the job done. In a battle between marketing and physics, physics will always win.
Yes you can. Humans have a 2.0 hearing system, and can however feel sounds coming from multiple directions. That’s because sound is affected by the shape of our ears with in a unique patern of reflexion for each direction, giving our brain the ability to identify an audio source in 360. So it’s not hardware related (number of ears) but software related (brain).
An audio source, with the appropriate processing, can trick our brain by simulating the reflection on our ears. That’s how atmos without directional speaker intend to work!
All of this sounds nice in theory. Sure, that’s how they’re intended to work, but they fail to achieve your theory.
In reality, the modeling and processing necessary to emulate an entire volume (that is, 3D space) of sound in real-time is insurmountable. Not only would it require intense processing power on the order of a CAD workstation (or more), but we don’t even have methods of accurately modeling the sound. So even if we did somehow have hardware capable of crunching the audio numbers fast enough, we don’t even know how to do it.
The rest of the reality is that even if you do somehow figure out a good virtualization model, it will only work for one particular listening position, in one particular room, with massive holes in the frequency response, plus a fully acoustically treated room.
In theory, theory is just like practice. In practice, it’s not.
You’re not going to get a real Atmos experience out of a sound bar. Period. Until you have point-source audio coming from the ceiling, it’s simply not happening. But don’t take my word for it, read up on AVS Forums, Audioholics, Audio Science Review, and basically anywhere that isn’t specifically trying to sell you something.