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Back in March, a few weeks before Quibi launched, I decided to write an essay that would make the bull case for the service. I hadn’t used the product yet or watched any of the content. I had the same feeling everyone else did that something was weird about a company raising nearly $2b before launch. But, the more I researched Quibi and thought through their strategy, the more excited I got. So I decided to go out on a limb.

After about a month, I began to realize I may have been wrong. Soon after, the New York Times published an interview with Jeffrey Katzenberg, blaming everything on the pandemic. I posted a thread for readers to share their theories of why Quibi’s strategy wasn’t working as expected. It was actually quite awesome. Quibi’s CPO, Tom Conrad, even chimed in!