Ambeo is a name not just for the Soundbar, but also their headphones and other equipment. if I understand correctly, it really represents another object oriented system like Atmos or DTS X, that also strives to place sounds anywhere in the room. Additionally it presumably can accept Atmos and DTS X, and output it as Ambeo.
You're right in that AMBEO is a brand. Just like ATMOS does cinema, home, headphones, VR, and mobile technologies,
AMBEO does 9.1 for speakers, Binaural, and VR.
You're incorrect in that it's object oriented. It's just channel-based 9.1h like Auro3D. This is disappointing because you get the flaws of 5.1, and owners of non-height systems will get no benefit unlike DTSX&Atmos with 7.1 bases.