Lossless Atmos from Roon to differentiate vs lossy Atmos streaming?

Now that Apple Music has jumped on the Atmos bandwagon, this should entice artists and labels to release more new Atmos music mixes.

This could be a real opportunity for Roon to differentiate itself vs streaming services since currently they can only offer Atmos music using the lossy Dolby Digital Plus codec.

It would be great if Roon could support lossless Atmos playback since right now this can only be achieved with Pure Audio Blu-ray discs.

See this article on Atmos music and accompanying podcast for more background.