Warner Bros. Discovery's (WBD) streaming service Max will be called HBO Max starting this summer, bringing back a name that WBD curiously ditched a couple of years ago.

HBO Max has joined Coca-Cola and Netflix among prominent companies that have undergone well-publicized pivots.

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

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

Home Box Office is a legend in American television, one of the industry's most famed and prestigious brands. So it was a mystery when its new owners renamed it "Max"-a name so generic and bland it could apply to almost anything.

"What do we think?" one of the streaming service's social media posts, which included a meme from the HBO show "Veep," said. In a separate X post, Max shared a GIF of another HBO