"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.

After two years, the home of HBO is putting its most valuable brand back in the name of its streaming service.

Max will become HBO Max again this summer, Warner Bros. Discovery said this week — two years after the name change that hasn't stuck. Here's what to know about the rebrand (and some others of note).

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,

The decision to rebrand from HBO Max to Max and back again has people laughing. At least HBO Max can laugh at itself, too.

First, it was HBO Max. Then it was Max. Then it was Max with some new logos. And now? The streaming service from Warner Bros. Discovery is ... HBO Max! What is old is new again! Per a WBD statement: “Returning the HBO brand into HBO Max will further drive the service forward and amplify the uniqueness that subscribers can expect from the offering.

They say you can’t go home again, but apparently, the streamer Max didn’t get the memo. Correction: It’s HBO Maxnow. The streaming service Max announced on Wednesday that it is reverting to its old name,