I suppose they have studied it and have decided that the brand does not work. Now it’s called Max, which sounds like chewing gum or isotonic soda, and HBO will soon stop meaning anything. Once its connotation of prestige is lost, its denotation will also disappear and it will be left in the attic of the nonsense that dad liked. Last year, a contributor to the British edition of Vogue named Riann Phillip wrote a chronicle titled: “I’m 23 years old and I just saw for the first time Sex in New York: here are my impressions.” His impressions were obviously horrendous, and perhaps precipitated the decision of HBO’s current owners to delete the brand. Without intending to, Phillip had written an obituary like the one commented on by Borges, who, asked about the news of his death published in a newspaper, said: “The news is not false, just hasty.”
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