I assume it was too expensive, because it's really not a bad tool. I used it recently to make my twitter pfp :)

Some more discussion: https://news.ycombinator.com/item?id=47508246

Apparently, all possible movies, cinematics and ads have been generated by "enthusiasts at home", so the tool is no longer needed.

On a more serious note, it could be a sign of a more powerful and general model being developed/released in the near future, that would include Sora capabilities. Or AI-doomers were right, and this sunset is one of the proofs for them.