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At two minutes I got bored and looked down at the bottom of the screen and realized this video is half an hour long. Thirty minute video, and I’m bored silly at the two minute mark? I kinda expected better from Apple. Long story short: is this really any better, or even any different than ‘quadraphonic,’ or ‘Q Sound,’ or ‘DTS-Audio,’ or ‘Multi Channel SACD?’ All formats that “revolutionized the music industry” to the point where they are all household names now… Can you tell I’m rolling my eyes? I can see where this has an application for gaming, or watching movies on a portable device and listening through headphones, but the industry keeps trying to tell us we need something more than stereo for listening to music, and seems to completely ignore the fact that every single time they try, it goes exactly nowhere.