The plus sign can be really beneficial to the name of a streaming service, says Catie Keck, who argues that HBO Max's rollout might have been less confusing if it called itself "HBO+." "Had AT&T executives opted instead to name the service HBO+, consumers might’ve more easily understood that it meant HBO in addition to more value," says Keck. "The biggest reason I think that '+' is a useful tool for consumers really boils down to how many services currently exist—all of which are fighting for loyal subscribers. There’s too much choice, and '+' seems like a simple way to tip consumers off about what a product might do, particularly where it applies to streaming services. Someone can probably easily infer what BET+ or Paramount+ do without having to think too long about it in the same way that consumers intuitively understand the function of YouTube TV, Pluto TV, Sling TV, and FuboTV. The '+' eliminates most of the guesswork, particularly when it’s attached to a brand consumers already know."