Yep, that’s the irony: as much as they promote bite sized entertainment, their ten minutes is still too long for the use case they’re looking at. For people on the go (in transit, waiting in line), users want content that you can drop immediately. Like Reddit of Facebook or instagram. At the point where they’re willing to focus attention ... they want much longer stuff anyway. Quibi fails on both fronts.
Edit: well, someone else said it more succinctly:
https://news.ycombinator.com/item?id=24856020