Max is returning to its former name — HBO Max — beginning immediately. Users of the streaming service, which is owned by CNN’s parent company Warner Bros. Discovery, will see the new-ish name roll out Wednesday, the company announced .

Warner Bros. Discovery makes a high-profile about-face two years after stripping the 'HBO' brand from the streaming service’s name.

Warner Bros. Discovery has completed its reversal from Max back to HBO Max today, marking the end of a widely criticized two-year experiment.