Where do you stop at it being a good idea to let them do so? As an artist/director, what if I think the next blockbuster should be in 10:1 scope, 3D. I must be right because I'm the director, and I think everybody should view a narrow strip picture because I'm so creative.
Why can't we urge directors to be creative within an aspect ratio? Don't they already have a TON of tools to be able to portray their vision that more greatly impact a movie's impact and success than the aspect ratio? You know, like it actually being good filming? Good angles, pace, lighting, and endless other options? Again, I'm in no way advocating changing existing content via any methods, crop, pan and scan, stretch, etc. I'm talking about the future, why do we think 2.40 scope lends itself to some magically artistic presentation?
Normally I don't care with 2D content because it doesn't impact me negatively, but if you can't understand that 99.99999999% of consumers are left with physically less image to immerse themselves in a 3D picture with scope content (not image content), and that it directly translates to the effectiveness of said 3D film, then there's nothing left to say.