The title might be confusing for those who were unaware of the branding. They renamed the service to just "Max" 2 years ago and are now returning to the name "HBO Max".
To be fair, that single letter has very special meaning to him. On every vertex add a perpendicular line going clockwise and you get his favorite symbol.
If you look X in ASCII table you get 88, which represents his favorite phrase often said with the "my heart goes to you all" gesture.