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Discovery mega-merger has closed, AT&T no longer owns HBO Max therefore, it has no motive to keep giving consumers the perk.

The bundling of HBO Max with AT&T’s wireless plans helped gain customers and convince existing subscribers to switch to the higher-priced plan. “HBO Max is a great service, but we constantly experiment with the features we offer our customers to give them the best value,” AT&T spokesman Jim Greer told TechCrunch. AT&T confirmed the new plan doesn’t include the streaming service but didn’t provide a detailed explanation regarding its decision.

The company launched the new plan this week, which replaced Unlimited Elite. Telecommunications provider AT&T quietly dropped HBO Max as a bundled perk for new AT&T customers on its top unlimited wireless plan, AT&T Unlimited Premium.