I think some are listening to "technical" !
If it works, it works, i do not care how and why.
And i do like Auro-Auro Matic more then Atmos-DSU in most cases.
For now i am even using Auro in specific Atmos movies as for me its "lifting" the sound more then Atmos itself.
In music Auro is the absolute winner, from stereo to surround Auro is the winner but depends on the source, for 5.1 to 5.1.4 Auro is the winner.
I have the "feeling" that Auro is more quality, it feels like they (Auro) have put more effort in the software to get it right.
Atmos/DSU sounds to me more like a mass produced product.
Maybe my findings are partial between the ears and not in the ears, but this also forms the idea how a person interacts with sound.........
I like Auro and how they do it is for me not an isseu