Fox's Darjeeling stupidity

What the hell does it mean for a short to be "too challenging" to audiences? They thought that people who see Wes Anderson movies aren't smart enough to handle a short film?

clipped from www.nytimes.com ‘Darjeeling’ to Be Paired With a Short “The Darjeeling Limited,” Wes Anderson’s fifth feature film, opened to mixed reviews in about 200 theaters on Sept. 29, but for its wider release to almost 800 theaters, next Friday, moviegoers will first see a short film — one that got rave reviews — and, the hope is, “The Darjeeling Limited” will get a bump in ticket sales. Nancy Utley, a chief operating officer of Fox Searchlight, said that her company did not even know about the short until “The Darjeeling Limited” was completed. Even though Fox was aware of the critical acclaim, the company decided not to release it along with the feature. She said Fox decided to remain “flexible” on what to do. “We thought it would be too challenging to moviegoers to be exposed to the short in theaters right at the beginning of the run,” she said. “We wanted to make sure ‘The Darjeeling Limited’ got established first as a movie.”