So I am genuinely interested in why the furore over not having it if our TVs support HDR10+ instead?
Because there's currently no studio who technically supports it. Fox were originally supporting it, but they now belong to Disney who don't. Where are you expecting all this HDR10+ content to be coming from or are you happy to watch nothing but Amazon Prime?
Even if it were in fact superior to Dolby Vision, this is pointless because what is the point of having a device able to exploit it if there's nothing worth playing using it? The number of mainstream devices that don't support it is also far higher than those that support Dolby Vision, this is depite the higher costs associated with a manufacturer including DV support compared to the costs associated with HDR10+. You really have to ask yourself as to why some of the major players don't appear to want to touch it with a barge pole?
HDR10+ is on the decline and isn't growing in popularity or encroaching upon Dolby's dominance.