I think Dave is talking about a different context as far as the limited vertical dispersion. It doesn't matter as much as far as everyone sitting down (though being at slightly different heights) having basically the same experience, even if you have two rows of seating with a riser for the second row. But, now with immersive audio we would like to be able to locate an object at an elevated position above us at any angle or direction. This is actually a much more difficult task. We don't just want to locate objects in a plane but in half of a sphere above us. Furthermore, the wide dispersion that was helping us do this in the plane, is no longer a help, since vertically we have a more narrow dispersion. My point is that having more in-ceiling speakers will make less of a gap to fill in, so that hopefully there aren't many "gaps" where objects above can't be precisely located. This is along the lines of why THX recommends two pairs of overhead speakers for immersive audio.
It is a hard sell for me too, the immersive audio thing. With audio not getting nearly as much care and attention as video gets and the problem only getting worse, as far as movies and TV. With more and more streaming, I don't know if we will get lossless audio, let alone immersive audio. I hope I'm wrong about this though.