The market has spoken here, and quality is the real differentiator.” To put it more plainly: The basic assumption behind the Max branding, that viewers would flock to Discovery’s big buckets of unscripted dross over the decades of quality material in HBO and other Warner Bros.

Warner Bros. Discovery came to their senses and will switch Max's name back to "HBO Max" starting this summer.

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