Sora was just a bad product, and the pivot in Sora 2 to be some kind of weird social tool with leaderboards and whatnot was a mistake that probably seemed like a good idea to somebody who wasn't good at their job.

Product management at OpenAI appears listless and flaccid and out-of-touch.

More serious tooling and improvements to the original storyboard interface, better ways of doing clip management, better interfaces period would've probably helped adoption...but instead, they settled for some weird pastiche of social stuff with "characters" and other crap.