...aaand that's where you're wrong. 3D spatial audio ALWAYS require special equipment for it because of its nature. Sure, you can use your current headphones, but if they don't have a relatively flat response or don't support a wide range of frequencies, the effect is lost. Same for speakers.
Try listening the audio demos some other user posted, with the iphone earbuds, and then listening the same demo with a decent pair (I have a sennheiser hd439 pair of cans): the difference is staggering (and the price between those 2 as well). In the latter you can really begin to experience true 3D audio, while in the first you can barely notice any difference from stereo.
You see, I'm not against Sony regarding their efforts to create a new 3D audio engine (quite the contrary). What I'm against is them calling it "revolutionary" and "bringing it to the masses", when they know fully well that by the very nature of sound you can't do that with cheap headphones/speakers (as 3D audio requires the flattest possible response to actually imitate the different directions from which sound comes).