Back in the S&V days I floated the pie-in-the-sky concept of doing away with separate loudspeakers altogether and making the room walls (ceiling, floor) themselves the transducers. Through electronic means you would / could place the "speaker(s)" anywhere that you wanted - and move them at will. You could also control the number: from none to essentially infinity. Atmos+++? No problem.
It's simply a matter of developing a wall (material, coating, whatever), amplification, and control software that would sell for a price at least comparable to separate wall / loudspeakers etc. with all the requisite performance characteristics.
And just as these transducing walls could be set to emit sound, so too could they be designed to effectively absorb sound. Speaker and room treatment all in one!
A challenge - but do-able and perhaps marketable in such a competitive landscape.
Jeff
ps. For example, decades ago I recall research into a transducer that consisted essentially of a plate of glass. Properly excited / powered it could produce good quality sound from upper mid through high frequencies. Not saying that's what we'd start with today; just that solutions beyond our standard W-M-T approach could be developed with today's designer materials / coatings / manufacturing capabilities.