It's not the name. The reason for Quibi's failure is very simple. They can't figure out what business they are in.
It makes ZERO sense to make the whole point of your existence that you are a BITE-SIZE media service for people who are too busy to watch traditional media, then force-feed ADVERTISEMENTS to them at the beginning of the show. And make them pay for the privilege.
It's absolutely insane and they are too greedy to understand the common sense lunacy of this double-dipping business plan that NOBODY wants. Either go FREE, supported by ads, or CHARGE with no ads. The "option" of a $5-w-ads/mo plan vs $8-add-free/mo plan does NOT solve the problem, and in fact, completely destroys their core value proposition because it self-contradicts its own value proposition! If you are a consumer too busy for traditional media, you DO NOT have 30 seconds or a minute to watch a dumb commercial, and it's offensive to tell consumers that is your value, then offer to charge them for the OPPOSITE. You become a wild weasel rather than a well-bred ferret seeking out a specific market. Nobody wants a weasel in their home.
Sadly they did not have the clarity or guts to make a decision. And when you are doing something NEW like this, if you don't step up and decide your message, so people can TRUST you and KNOW your business model and TALK about it with INTEGRITY, then you are absolutely dead. Which Quibi is, with one foot in the grave. And they'll go broke blaming coronavirus instead of their own ability to decide who and what they are as a company.