Is this just the next step after lossless now that everyone supports that (or soon will)? I'd be surprised if this would drive subscriptions but I guess it's st

Is this just the next step after lossless now that everyone supports that (or soon will)? I'd be surprised if this would drive subscriptions but I guess it's still a nice differentiator to have; although I personally have zero interest in it, just as I have zero interest in these lossless quality options. But my real question for those in the know is: what will be the next after this? Where else can they go with audio (other than make it all work better wirelessly)?