In term of technology, I never complained about the early adopter tax : the fact that as enthusiasts we pay more for new technology that was just recently released. I somehow get more frustrated when important issues hit a new device (e.g. Xbox 360 red ring of death or Harman Kardon DVD macroblocks) and early adopters end up with more problems than joy.

But honestly, that never stopped me from buying new technology, just for the rush of trying it as early as possible and to be able to share impressions about it and bring other people to experience it with me. In that sense, early adopters, when treated well, are the best ambassadors of any new technology product. I cannot count the number of DVD players, home theater systems, LCD televisions and other technology I recommended and helped people purchase over the last decade. Make me happy with a new technology launch and I’ll almost wear a tattoo of its name wherever you want me to.

For the first time though, I’m ready to jump strongly on the bandwagon of a new technology and the vendors themselves are stopping me from completing my setup. You see, as discussed before on the blog, I did install a new Onkyo receiver (the Onkyo 737 if you want to know) in my home theater room. And I went from a 5.1 setup to a 5.1.2 Dolby Atmos configuration. I’m very impressed by the technology and in my mind it is the most important game changer the home theater have experienced since Dolby Digital came out.

But 5.1.2 is not enough to fully experience object based audio and as far as going with such a new setup, I better do the real upgrade to at least 7.1.4, which is the maximum configuration available right now in home theater receivers. But I can’t ! Why ? Because DTS:X announced their new format on December 30th and will only give any details in March. Which means that receivers supporting the format may end up being only available this fall, hopefully before.

As much as I can understand DTS to want to stop early adoption of Dolby Atmos and fight back with DTS:X, the thing I don’t get is why Onkyo, Denon, Pioneer and the other audio video receiver  companies joined the announcement. Yes they want to be seen as pushing new technology but at what price ? Right now their lips are sealed if any receiver will be firmware upgradable to support the format. And it’s not for lack of trying :

@SteveTheGeek @michaelmc1 unfortunately no news yet. we will let you know as soon as we do.

— Onkyo USA (@Onkyo_USA) January 6, 2015

Same response on the DTS side, of course :

@SteveTheGeek We will have more news at the official launch in March. Stay tuned for updates.

— DTS Listen (@DTS_Inc) January 6, 2015

The end result ? I’m not buying a new receiver until this is clear and confirmed. Well not too bad you say, just a couple of months and they will get my money anyway.

Yes probably. But meanwhile, people are returning their Dolby Atmos receivers and speakers to wait until this gets clearer. And I don’t mean one or two people, I’ve seen countless examples of this in forums and on Twitter this week.

I sure hope DTS:X will be marvellous and that having two object based formats will contribute to having more movies available to watch with the technology. But I think the PR and go-to-market strategy of the audio video companies with DTS:X was plain wrong and that its hurting their most important consumers : the ambassadors of their products.

This is in my honest opinion sad for Dolby Laboratories as they have a tremendous new technology and there’s a risk it will not reach its full potential because its partners are not helping the way they should be.

The end result ? From now on until this is clarified by DTS:X and the receiver companies, anyone who gets the Dolby Atmos demo in my home theater and want to run to buy a new receiver will be told to wait with the risk of using their hobby money for something else.