LOLOL!!! "Not a good fit"?
If it was a good concept, how would it not be a good fit? Not "fit" into what? That's a pathetic line of bullshit.
And why would they enter into a concept in the first place if it wouldn't BE a good fit?
Significant evaluation? HA! More like, we played this line of bull as much as we could, now it's time to come up with something else.
Btw, you still haven't told me where you found this news. It wasn't made up, was it? Can you trust the source?