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Streaming service Max is getting another name, but for users it will feel familiar: the service will continue under the name HBO Max again this summer.

The news was announced Wednesday by Warner Bros. Discovery during a presentation in New York. With this move, the company is returning to the iconic HBO brand, which has already gone through a number of name changes since the beginning of the streaming era.

Warner Bros. Discovery itself on Wednesday played on the many name changes and recognition of the HBO brand with humor. Self-deprecating memes appeared on social media that lightheartedly announced the decision.

In one meme, a dove can be seen perched on Warner Bros.' iconic water tower as white smoke billows from a chimney - a nod to the papal conclave. The accompanying text reads, "A new name has been chosen.

In another meme, three cartoon Superman men point at each other, a reference to the famous Spider-Man meme.

In the Netherlands, the name was never changed because of confusion with broadcaster Max.

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