Streaming platform HBO Max announced a name change on Tuesday, saying the subscription service will now be dropping "HBO" to officially become just Max.
The rebrand has not been a smooth transition.
It sparked some scrutiny causing irked subscribers to download a separate app to continue enjoying their favorite shows like Succession and The Last of Us on the video-on-demand service.
In response to all the attention Max was getting on social media, NBC Universal's video streaming service Peacock ribbed their competitor by assuring subscribers they would not be following suit with their own rebrand.
But Peacock–which is the compound word for male peafowl and has symbolized NBC's colorful logo–decided to go a little further.
They trolled Warner Bros. Discovery's Max with a built-in NSFW joke, tweeting:
"I know you’re all very disappointed, but I will *not* be dropping the first half of my name any time soon."
If you missed the R-rated jab, here's a hint.
They were not insinuating the remaining second half of the word was a domestic male fowl.
Twitter was dead.
Well played, Peacock.
We're guessing we won't be hearing about subscribers spending their weeknights binging on C*ck anytime soon.