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

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

HBO Max launched in 2020, but Warner Bros. Discovery relaunched the service three years later, filling it with content from its other properties, like Discovery, TLC, and HGTV. As part of the relaunch, it renamed the service to just “Max” to signal that it’s suitable for kids and families.

"It’s not TV, it’s HBO Max ... again," at a presentation that goes hard on executive talking points and largely ignores the studio's recent film successes.

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.