Imagine you don't know anything about home theater and surround sound, and someone you know invites you over to show off their "home theater." You walk in, sit down, and they have a system that's all KRACO bookshelf speakers and no sub, and everything is stuffed into a cubby hole in the entertainment center above the TV. Now they crank it up past distortion and play you a Dolby trailer. And you walk out thinking "I don't know what the hype is all about, that sounded like crap, I'm not paying for Dolby anything."
It's an exaggeration, but also it's not, and that's why Dolby doesn't allow trailer downloads like Trinnov does. That's why they're not at the beginning of discs anymore. Dolby has spent decades building a brand reputation and is now in 'Protect & Maintain' mode. They need to make sure their brand is associated with high end experiences, not every sound system that some dude hooked a few white van car subwoofers to.
Trinnov is still trying to build that brand awareness outside of the high-end boutique market. They still want people to hear the name, see something cool, and try to learn more.