After two years as just Max, Warner Bros. Discovery is hitting the undo button and returning its flagship streaming service to the name HBO Max—effective today. The rebrand was originally announced in a "surprise-but-not-really" moment last May during the company’s upfronts, drawing chuckles and applause from advertisers when execs basically said, “Yeah... our bad.” The 2023 name change to Max was meant to reflect the blending of HBO's prestige programming with Discovery's unscripted content. But that fusion didn’t quite land—viewers binging The White Lotus weren’t exactly sticking around for My Lottery Dream Home. Internally, the company admitted the name drop was a branding fumble, especially since HBO remains one of the most powerful names in entertainment.