Audiholics.com posted a video discussing the ATMOS technology and briefly mentioned use of reflected sound sources. They used smaller bookshelf speakers with larger bookshelf speakers with the small unit aimed at the ceiling (up-firing @ 45 or 60deg). This could work in an apartment where poking holes in the ceiling would be frowned upon.
If this is an alternative to ceiling speakers it would whet Dr. Hsu's imagination. He has probably reached a conclusion and we may see his new products offered this year.
Can anyone verify this alternative from their research? I'm still plowing through Google for answers.