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 .

Warner Bros. announced Wednesday that it will be rebranding Max, the app formerly known as HBO Max, into, uh, HBO Max.

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,

Guess who's back? Back again? The HBO in HBO Max will return this summer, two years after Warner Bros. Discovery dropped it from the streamer's name.

“I am completely bewildered by the HBO Max rebrand,” says Debbie Millman, a designer, brand consultant, and host of the Design Matters podcast. “HBO took four decades of prestige and casually tossed it all into a dumpster, lit a match, and cheered as it burned.”

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,

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,

Warner Bros. Discovery marketing chief Shauna Spenley says she and other senior execs expect a "hot take" from John Oliver on the HBO Max rebrand.