Why did David Bowie scupper the idea of an O2 musical?

The Guardian: The most intriguing pop story of the week started as a musical and shows every sign of becoming pantomime. As reported last weekend, David Bowie had apparently licensed his songs to be used in a "jukebox musical" at the O2 next year, along the lines of We Will Rock You, the Ben Elton-written showcase for Queen's music. Bowie, however, quickly scotched the idea: neither he nor his label were involved in any licensing for a "long-running" musical.