Discovery-owned streamer formerly known as HBO Max, and currently known as just Max, is changing its name to … HBO Max. No, really. After spending multiple years and many millions of dollars trying to convince consumers (and TV industry reporters) that using “HBO” in the name of its flagship TV service was too limiting and no longer ideal,

Streaming service Max is yet again changing its name, but users will be familiar with the new branding: HBO Max.

Warner Bros. Discovery says it is changing the name of its Max streaming service to HBO Max later this summer. It represents a rare corporate do-over.