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

Warner Bros Discovery is hitting rewind on Max's branding, bringing back the HBO name it dropped from the streaming service two years ago.

Bullying works! At Wednesday’s Warner Bros. Discovery upfront presentation (attended by The A.V. Club), HBO boss Casey Bloys announced the company is re-renaming its streaming service. Bloys acknowledged that recent strategy shifts prompted “commentary for many of our fans and observers who suggested that the HBO brand should therefore return to the name of the service.