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.
\u201cI know you\u2019re all very disappointed, but I will *not* be dropping the first half of my name any time soon \ud83d\udc40\u201d— Peacock (@Peacock) 1684847889
Twitter was dead.
\u201c@peacock THE SHADE!!!! \u201d— Peacock (@Peacock) 1684847889
\u201c@peacock Someone in marketing is getting a big, fat bonus this year.\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock Fantastic\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock didn\u2019t know Toby worked at Peacock now \ud83d\ude12\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock LOL\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock Best tweet.\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock I hate that you got me to like a brand tweet.\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock I'm binge watching The Office on The Cock..\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock @WholeMarsBlog Well shoot \ud83c\udfc6\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock come on u know u want to\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock Stream it on the 'Cock\u201d— Peacock (@Peacock) 1684847889
\u201c@peacock\u201d— Peacock (@Peacock) 1684847889
Well played, Peacock.
We're guessing we won't be hearing about subscribers spending their weeknights binging on C*ck anytime soon.
The Amazing Race 
Oh No Wow GIF by The Great British Bake Off
Harry Potter GIF
Angry Inside Out GIF by 
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@aocinthehouse/TikTok
@realDonaldTrump/Truth Social