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,

Wednesday's name change adds Warner Bros. Discovery to an infamous list of prominent companies that have made well-publicized pivots The post HBO Max Enters Hall of Fame of Corporate Brand Reversals Alongside Netflix,

The streaming service Max is returning to its roots and reviving its classic name: HBO Max. This comes almost two years after Warner Bros. Discovery (WBD) announced that the streaming service would undergo a rebrand by dropping HBO from its name.

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 .

"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

The perfect case in point has been provided today by the return of the HBO Max brand, if you ever noticed it actually leave. A couple of years ago, Warner Bros. Discovery (WBD) made a change that was fairly widely mocked at the time,