They should start concentrating more on sound quality and processing power now. Just getting a 5.1 speaker system costs a good bit; I'd imagine that a 7.1 system would be quite a bit more.
Some things to consider would be features to match Aureal's A3d 2.0 and 3.0 - the advanced realtime reflections and occlusions. I'm not sure how the Sensaura technologies compare with these; and I don't know that games that support A3D 2.0 can use the Sensaura programming.
It would also be nice to have equalizers that really work without causing awful distortion. My Aureal Vortex2 based soundcard was great with the equalizer. I think it was a 10-band, and if you'd put the bass to the max, the speakers would simply generate more powerful bass. With my Santa Cruz, moving the bass higher than the default results in distortion. I have to move the higher frequency bands down in volume, then turn up the speakers. Minor inconvience yes, but I'd still prefer to have a fully-functional equalizer.