There is a headphone version of Dolby Atmos, which is what they are most likely refering too.
A different way than the usual Dolby Digital, properly allowing for accurate spacial object sound emission and reproduction.
Not the inaccurate guesstimations like regular DD does today.
More in line what AMD was trying to push with the R9 cards in the beginning with trueaudio or somesuch.
Atmos is even being done on mobile in a more limited form.http://www.dolby.com/us/en/technologies/mobile/dolby-atmos.html