DTS or Dolby?

What are the differences between these two? I like DTS better because it "sounds better" to me. However I fail to explain why it sounds better in term of techicality. I made a research but the results don't satisfy me. Most of them explain what each does but don't give detailed comparison between the two. I understand there has been a war between DTS and Dolby. They update their technologies every minute (Their newest versions are DTS HD Master Audio and Dolby TrueHD as far as I know.) But if DTS is better like everybody (and myself) says, why does Dolby still survive all along? There have to be some reasons, haven't it! What do you say about this matter?

Jam it back in, in the dark.