I can see HDR10+ having a LOT of benefit to companies - especially those that may not have the budget to innovate or do a lot of R&D. They will benefit from the knowledge and R&D of that Alliance - which can also help content makers too. Dolby Vision will never lose - not unless HDR implements higher bit depth because even when TV's have the maximum colour volume so Dynamic Metadata is not adding anything, Dolby Vision has a higher bit depth so will still enhance HDR content over HDR10 & HDR10+. The Dynamic Metadata maybe its 'biggest' appeal at the moment when TV's have to tone map the colour volume down to the limitations of the current capability of HDR TV's but if you have the maximum Colour volume capability, then Dynamic and static Metadata would map the content accurately to the PQ curve. The better the TV's colour volume, the less you need Dynamic Metadata and therefore, the less you need HDR10+. Because DV is 12bit, even when TV's no longer need to tone map so no need of Dynamic Metadata, Dolby Vision will still be relevant and 12bit will be its biggest appeal.