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

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 .

We’re not quite there yet, but it sure feels imminent.

Warner Bros. Discovery's rebranding of HBO Max highlights the merger's failure to reach its original goal.

All I’m saying is if HBO Max really wanted to play that card, they should have gotten Jude Law to reprise his character from The New Pope to announce the news. Then again, wouldn’t that news sound better coming from The White Lotus Season 3 cast members Carrie Coon, Leslie Bibb, and Michelle Monaghan?

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,

HBO is synonymous with great television -- and now HBO Max, the re-rechristened name of Warner Bros. Discovery's linchpin streaming service, is synonymous with major corporate reversals. There is little doubt about that,