Now, what IS relatively new is the "ruined punchline" phenomena that they identify (without naming) on the movie recap podcast Kill James Bond, which is that contemporary movies always ruin jokes by telling one, say... "x" and then having another character chime in with "Did you just say 'x' !?"
I think there's a fear of losing attention because you're asking people to think about something other than the eyewash happening right in front of them by inviting them to have to -think- about a movie.
Anyway, to close: "No one in this world ... has ever lost money by underestimating the intelligence of the great masses of the plain people..."
- HL Mencken