The Sennheiser Ambeo set the standard for sound bars, but the HT-A9 was really ground breaking as it's going beyond the soundbar format and giving you an equally beautiful home audio technology, with even better spatial qualities. I think this is huge value and the direction companies should be doing going forth. Sony proves that they know what their doing with audio with their 360 Spatial Sound tech that is now ported to their ES receivers. Going up against even DIRAC in spatial algorithms. For the price these systems offer huge value for the average home entertainment system.
The almost completely wireless and therefore quite flexible soundbar alternative comes with Dolby Atmos support and usually costs almost US$2,000, but thanks to an ongoing deal, the wireless Sony HT-A9 home theater speakers can now be ordered for one of their lowest prices ever.