It is absolutely untrue that the more speakers you throw at Atmos the better, because most rooms are not acoustically treated. As you add more speakers you get more and more complex reflections and room resonances, which conspire to make any attempt at spatialisation - including basic stereo - a hot mess.
Sound travels at around 1ft/ms, so unless your renderer knows where the speakers are in the room and also where your ears are in the room, it's going to be making some very wrong assumptions in its models.
Atmos cinemas actually do this with precise measurements of speaker placing. Even then, you get wildly different experiences depending on where you're sitting.
Atmos mix studios also do it, because they have to.
Home cinemas and home studios - not so much.
If you're among the 1% of people with a high end home cinema room with acoustic treatment, you'll get a passable imitation of the full effect. Everyone else will get some vague sense of some sounds being behind them, and others not.
Headphones are better because the HRTF/binaural effect has no external acoustic space to play into, which makes it far more consistent and predictable. Measured customised HRTFs would be better still.
But that isn't what will kill this. The bigger problem is that good music mix engineers are expensive, and most have no experience with spatial mixing. So far it's been a thing for ad/movie market, and there's less crossover between those markets than most people realise.
If you're producing a stereo mix and a spatial mix your mix budget is going to be between 100% and 500% higher than for stereo alone.
Then you somehow have to do spatial mastering on top of that.
"But I have a DAW" won't do it. Yes, you probably do. But no, you don't have the 7.1.4 (!) speaker configuration needed to mix Atmos properly.
And even if you do, you probably can't mix like a pro. Not even close.
The enhanced budget might be feasible if spatialisation was so much better that it boosted sales to an equivalent extent. But it isn't. It's a nice extra effect - which won't pay its own way, except for special projects with prestige budgets.
And in movies/ads, which are a different market.