Maybe, I'm being somewhat superficial but I can't help to wonder that the name of the company/app "Quibi" only hurt their launch and not helped aside from other factors pointed out.

I wonder how many times in talking about the app have people needed to spell it out or say it's pronounced like "kwibee" not "keebee", etc. I actually needed to go to wikipedia.org to see the exact pronunciation.

So much about the branding reminds me of the "Cuil" search engine failure a decade ago. I remember seeing the original name "Cuill" in some of my request logs and thinking at the time that it was some malicious DDOS bot that wanted to see my site as "see you ill". First time that I saw in the news about "Quibi" I immediately thought of the whole "Cuil" search engine failure. Not a great first impression, but that it was.