I don't think I'll ever be an IMAX enthusiast, but I'm hoping that it becoming a "preferred" prestige format for movies will lead to fewer people to freaking out about letterboxing and pillarboxing. Not every piece of media needs to be 16:9. Let TV be 4:3. Let movies be 1.43:1 sometimes. Hell, I'm of the mind that we should normalize 1:1 for internet and social media videos.