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Is Auro 3D more immersive then Dolby Atmos & DTS:X ?

It's easy to commonly know one or two brands when they're on the consumer front lines the most. A great example is how Dolby Atmos being seen as the first consumer codecs to offer atmospheric sound. Many don't know that Auro 3D was actually the originator of it and while they haven't really made a foothold on the consumer market, they're looking to change that but is it something to invest in?

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