They are technology partners in the Auro 3D commercial application. Datasat builds the processors for Auro 3D.
What I found the most interesting was that the video was entirely people from the UK office, none from the CA office (those that were DTS Digital Cinema- as in those that designed the AP20/RS20i). Now that I've experienced the Dirac technology in a commercial space- I completely understand their use of that technology for the AP20; it does give them very consistent results from auditorium to auditorium- and that's very good for Datasat.
Until yesterday, I hadn't really understood why Datasat didn't choose to go with Trinnov for correction vs. Dirac but that's because I've been looking at this from the perspective of what gives you the best performance. When you consider that for Datasat the optimum is to have every venue that carries their name, be it commercial or consumer, to have the same or at least very consistent performance- that makes their reputation better, and serves their product better.
Dirac has suddenly been crystalized for me as an extremely useful and valuable tool for a manufacturer to have. In short, I get it now.