Do it!!!
A properly set up Atmos system with the right source material (suitably encoded Blu Rays) is a joy to behold. And it's not just on blockbuster material as it can be very subtle in lesser productions too.
The only real issue I see at the moment is the availability of decent Atmos speakers - especially those that sit on top of bookshelf/floor standing speakers. There are still not a lot of options out for Atmos specific speakers of a real quality - KEF R50 aside.
I have a full Bowers and Wilkins set up (and M&K subs) and am "making do" with the little Onkyo Atmos speakers but would like to upgrade to a new set of Atmos speakers like the R50's. However if you have the option to ceiling mount speakers there are some good options available right now - for our house we didn't want to cut into the ceilings hence the Atmos speakers going on the front floor standers.