Dade Hayes, Deadline:

Looking to streamline its offerings after critics have said they are complicated and difficult to navigate, even for existing customers, the company has also rebranded stand-alone service HBO Now to just HBO. The shift is expected to happen over the next few months.

HBO Go, which launched in 2010, will be removed from primary distribution platforms on July 31 but some online access will continue for a few weeks after that. The unplugging of Go is only in the U.S. Internationally, it will continue to operate, at least for now.

I still can’t wrap my head around the thinking on the HBO streaming plans. HBO, HBO Go, HBO Now, and HBO Max. All of which overlap pretty significantly, and whose names give no real indication of where the overlap ends.