He’s discounting examples of similarly received films that made it through the box office with mild profit and then built a much bigger audience through home release which has a big impact on some films or even ignoring the example of Uncharted, which is a more direct example. So he’s not moving the goal post so much as expecting a huge movie with massive box office returns. He isn’t taking into account that merchandising sales have killed similar film franchises, even high performing film franchises like Star Wars where the lackluster performance of merchandise had a lot to do with the cancellation of several film projects as poor performance for Solo. Or my earlier example of the similar performing Batman Begins that stretched at the box office on word of mouth and then home release secured it as a franchise.