I think the answer “Audyssey and Dolby Flex” is categorically fair to the question “What are licensed software systems claiming to make an audio setup sound better?”. And to your general skepticism, I say, “sure, and that’s honestly probably a fair question to ask about most all consumer implementations of audio algorithms the past 20 years”.This does not equate to something like Audyssey. To have Audyssey available, you have to buy a surround receiver and a bunch of speakers, which means you are interested in going to the trouble of setting up something more than just a TV and maybe a soundbar. This seems to be marketed to a customer who doesn't even want to bother with a soundbar. I suspect that market is miniscule, other than the people who will be sold on it, but won't actually understand it, and will probably put the surround speaker(s) in bizarre locations.
I understand the concept behind it, I just don't think it's something many people actually want, IF they understand what it is.
We’ve got loads of people with loads of opinions from the years on Audyssey and YPAO and Anthem ARC and Trinnov and so on who think they’re useful to varying degrees.
TBD to see what the real-world experience with this new system for normal-er people with modest-er setups will be. I’d bet Dolby Flex will provide much more benefit at much lower cost and effort to an irregular two-speaker setup than Audyssey ever did to a decent 5.1 setup. But TBD.