HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it will only spark confusion.

A little more than two years after lopping “HBO” off of the streamer’s name to create the breezily-named Max streamer, Warner Bros. Discovery has decided to reverse course. Max — the unloved mononymous identity, too cool or too anxious to acknowledge its origins — is HBO Max once more .

Streaming service Max is yet again changing its name, but users will be familiar with the new branding: HBO Max.

Max is ditching the “Max” name and going back to HBO Max this summer—less than two years after switching it up. This will be the second time the service has changed its name in just three years—first launched as HBO Max in 2020, replacing HBO Now and separate from HBO Go. The company is focusing on high-quality TV over a massive library.

Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,

Normally, Conan O'Brien and the "Inside the NBA" stars get the biggest laughs at a Warner Bros. Discovery (and before that, a Turner Networks) upfront. O'Brien wasn't there, instead appearing via a quick,

Discovery announced during Wednesday's Upfront presentations that its big streaming app, Max, will be rebranded once again. And it's a name we're all familiar with. It's "the plot twist everyone's been waiting for,