Honestly, this seems like the perfect high performance home theater amp. More amp options are available for 2, 5 maybe 7 channels set ups but when you have atmos and multi sub class d is the only option IMO (assuming you don't have a separate equipment room or special ventilation and power). After that, you want to be able to cool equipment. If you want to run 11÷ channels near reference you need power, resonable size and cooling. This eliminates most amps and even most Hypex based fanless amps.
This amp meets those requirements and at a reasonable price per channel.
Then add great sound, triggers, rackmount options, clip indicators, inline rush, muting, power fault indicators, power and channel flexibility, speakons even color choice.
There are cheaper modules-in-a-box amps and more expensive modules-in-a-box amps. Then there are custom packages like the NAD at 2x the price.