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The people that can't see the first PV as the parody it really is are just stupid.
And no, Kyoani shouldn't aim to please the stupid in every single little thing there is. I appreciate when a show assumes its audience is intelligent and doesn't spoonfed itself; in the same vein, the trailer is made so that anyone with two eyes can see that it is not serious. If someone doesn't see it, it's their own fault, not the studio's.
There's the argument about the sales viewpoint, but whether they want to sell or not is only up to the producers and shouldn't modify the enjoyment of what they produce.
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