HBO Max has joined Coca-Cola and Netflix among prominent companies that have undergone well-publicized pivots.

Warner Bros. Discovery will revert the name of its streaming service to the original HBO Max, which says a lot about how much the company has changed in just two years.

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.

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but better content."

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

Home Box Office is a legend in American television, one of the industry's most famed and prestigious brands. So it was a mystery when its new owners renamed it "Max"-a name so generic and bland it could apply to almost anything.

“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.”

"What do we think?" one of the streaming service's social media posts, which included a meme from the HBO show "Veep," said. In a separate X post, Max shared a GIF of another HBO