I'm guessing that Dolby is asking too much for their license, thus the direct competition with the release of HDR10+. 'Free' beats expensive almost 100% of the time. DV needs to react and lower their fees or they have a chance of seeing all their work go to naught.
Yeah, I have my Beta and HD-DVD stories, but DV isn't a Sony invention and Sony isn't the only one in the DV boat, only Samsung and Panasonic make HDR10+ TVs with Panasonic making the only HDR10+ capable Bluray player.
Perhaps most important is the amount of available HDR10+content is nil when compared to DV along with Dolby's huge advertising budget.