HBO Max is back once again. Some industry observers applauded Warner Bros. Discovery's streaming rebrand, but others say it will only spark confusion.

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

“I am completely bewildered by the HBO Max rebrand,” says Debbie Millman, a designer, brand consultant, and host of the Design Matters podcast. “HBO took four decades of prestige and casually tossed it all into a dumpster, lit a match, and cheered as it burned.”