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

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Warner Bros. Discovery ignited a wave of social media reactions when it announced it was renaming its streaming service HBO Max.

WBD CEO David Zaslav announced the move, with the company declaring, "no consumer today is saying they want more content, but better content."

Warner Bros. Discovery's rebranding of HBO Max highlights the merger's failure to reach its original goal.

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 .

HBO Max has joined Coca-Cola and Netflix among prominent companies that have undergone well-publicized pivots.

Discovery announced during Wednesday's Upfront presentations that its big streaming app, Max, will be rebranded once again. And it's a name we're all familiar with. It's "the plot twist everyone's been waiting for,