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

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.

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?

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

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 .

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,

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,