Warner Bros. Discovery knew the announcement that it was restoring “HBO” to the name of its Max streamer would elicit forehead-slapping derision. The media company tried to preempt mockery of the move by posting a slew of self-deprecating memes immediately after it said the “new-ish” HBO Max name would come back this summer.

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

Warner Bros. Discovery says it is changing the name of its Max streaming service to HBO Max later this summer. It represents a rare corporate do-over.