HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it will only spark confusion.

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 .

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,