I thought the opposite, its easier to get her to accept something up on the wall than hanging down in the middle of the ceiling.
Going discrete is easier again but requires a full remodel - I dare say most people with retro fit into their existing rooms, no dramas if its bat cave, standard living rooms is more difficult.
For the atmos demos I had at the dealers - we were content limited because his 3 yr old son was there - so no blood guts or boobs sadly.
Transformers - got the sense of height in some scenes I know very well - but its very scene specfic like when the magnet is sucking them up in the garage / shack - Nugget test that whole scene starts with the character driving in the car and the bomb starts beeping, you will know the it when you see it, near the end.
Unbroken I dont know want the fuss was about with this disc, nothing special to me
The beginning of Terminator - I dont remember anything from that except the bass, we couldnt watch the more juicy bits.
Then the atmos demo disc - sounded ok - probably the best thing on that disc is the rain demo but I have not heard that translate into any film so far - limited experience I admit. Possibly it would be better with atmos setup but I heard the same stuff at WHF Bristol demo a year or so a go and wasnt bowled over, with the exception of the rain
Then he put the auro disc on because I wanted to hear the tractor scene, if you havent heard that you really need to - really good example of sound recording and mastering. Then we just watched the Auro disc through where it explains everthing - does a few basic demos like the ambience added to the street then the movie demos followed.
They were all really stand out and memorable - sounding truly excellent - far better than anything on the atmos movies or demo disc.
So I am not trying to argue for arguement sake - it was a suprise to me also. The main UK distributor for MK had said ages ago he really liked Auro but that was about the last I heard about it. Since then he has said about really liking Auro Upmixing for music, specifically off you tube which is a funny one.