The main problem with this show is that it is just downright fucking depressing. Every single thing just barely misses working out for the main character, and instead ends up in almost the worst possible result. There is never, ever a "win" for him, and without that, why would anyone want to keep watching? Even shows where someone is generally terrible to other people (let's take House, or Dwight Schrute) allows them to win once in awhile, or at least make us root for them against an even worse antagonist. Phil is the worst person on the show in terms of how he treats others and the things he does, there is no one worse than him in pretty much every social measurement, and he continues to dig himself a deeper hole. Even if he eventually winds up finding happiness or achieving some sort of victory, it has to be more than once a season. People will have stopped watching by then.
I literally finish each episode of this show and ask myself why he doesn't just kill himself. Granted, I loved the first episode, but I realize they couldn't have sustained that. But what is the point of the show? Even if lanx is correct with his theory, it is not going to be worth watching long enough to get there.
You can't have a show that is so dark and depressing that people feel bad watching it. And that's exactly what episodes 2-5 have been. I'll probably keep watching for January Jones at least, but man, it is a struggle to even press play each week. You *have* to give the viewer some hope for the main character to get a win along the way, even if it is just a tease here and there. There is zero hope in this show.