Thoughts are its just another thing that won't be a big deal. AMD touted it using less CPU, which was great when EAX and hardware soundcards, but with modern CPU its not a big deal having it.
Maybe on a HTPC crowd it will nice, but I think i read its on the higher end cards.
It is a a big deal. Even simple audio effects can use up to 14% of your cpu.
Here is article off Guru3D:
True Audio
Audio immersion is a key factor for AMD as they are now implementing an audio pipeline into the newest GPUs. Now first, please understand that AMD True Audio only is available at the R7 260X and the upcoming Radeon R9-290 and R9-290X. And NOT the rest of this series.
And AMD is implementing a fully programmable audio engine, True Audio technology. You guys know programmable shaders for visuals right ? To some extent that now applies for audio as well; to improve audio effects (real-time voices and audio channels in your game opposed to what is possible with CPUs today) enabling directional (surround) audio over input. To do so AMD injected DSPs into the GPU that can do some magic on the audio channels.
For the geeks:
There are multiple Audio optimized DSP cores
Tensilica HiFi2 EP instruction set
Tensilica Xtensa SP Fload support
The DSPs have 32KB instruction and data caches
8KB of scratch RAM for local operation.
So yes, an audio processor is onboard the 260X and the 290 series. For example surround with stereo could be virtualized. There isn't enough CPU power left to run complex audio mechanisms and this is where the technology kicks in. So professional grade audio is now closer to the PC with this new audio technology. Try to imaging High Quality Reverbs, Room Simulation True 3D audio dedicated audio processing. Game developers can use what is called a Wwise audio plugin to get all this going over the AMD True Audio DPS.
This is going to help with CPU load big-time BTW. A few simple Audio effects can use up-to 14% of your CPU, this is now offloaded to the graphics card. That's always good stuff. But not available for the R9-270 and 280 though.