According to Business Insider, Pixar’s The Good Dinosaur is the company’s first box office failure, though that’s not quite true (not yet, at any rate).

The reason being, the movie has only been out thirteen days, so it’s a bit too early to tell.  Ironically, the Variety article that the Business Insider article links to is closer to truth, which is namely that it’s underperforming, especially compared to past Pixar movies.

But that’s not the same as failure (despite the fact that some pretty huge movies, like Star Wars: The Force Awakens are preparing to suck all the oxygen out of the box office) though what it also isn’t is as dramatic a headline.

And that’s problematic because it’s not unusual for a person to not see a movie on the strength of whether or not they believe it’s going to be in the theaters in the next week or two.

Which is what makes what Business Insider did not so cool.