Jamie Zoch uncovered the acquisition of Max.com as HBO Max will be rebranding to just Max. Escapist Magazine poked fun at the rebranding considering it hilarious.

From the article:

On one hand, okay, it does actually make sense for a streaming service to want to be its own distinct brand and not be tied to any one thing. CBS All Access rebranding as Paramount+ is a decent example of that. On the other hand, the HBO brand is known for award-winning quality, and Max saying, “No, we don’t want to be associated with just that!” is kind of hilarious, especially when the Discovery+ content will be adding a lot of not award-winning content to the service. However, JB Perrette, president and CEO of global streaming and games for Warner Bros. Discovery, attempted to offer a more nuanced take on the topic, per Variety.

HBO Max rebrands as Max and acquires https://t.co/cOcbO0hQYm to support the streaming service brand. They acquired the domain name from Max International LLC on or about Oct 7, 2022 when the domain transferred to corporate registrar MarkMonitor from Network Soutions. #domains

— Jamie Zoch (@DotWeekly) April 12, 2023