Here we are again. David Zaslav and Warner Bros. Discovery are making new bets about what you want from a streaming service. This time, they are attempting to push out even more original content for something even easier to produce than reality TV. Max is set to begin airing CNN news as a 24/7 service to their already existing platform.

However, this move is controversial for a variety of reasons. Let’s dive into Max’s latest feature and whether viewers would even want it.

Max: Killing Its Own Library
HBO Max

One of the things making people upset about the Max brand is that it is gradually taking its library out of circulation. This means that anything owned by Warner Bros. Discovery can be removed from all digital sources, the main one being Max (formerly HBO Max).

The company has cited a variety of reasons, but the most common is that it allows them to avoid paying residuals. This means they no longer need to pay people every time a film or television show is watched on a streaming service.

Related: How Business Is Killing Your Favorite Films

With this in mind, the company has also pivoted to more reality-based shows, which are cheaper to make, often require fewer residuals, and can often avoid pesky things like writer’s strikes.

But now, Zaslav and his crew of cronies have decided that there is an even better way to fill space while paying very little. They will use existing content that never needs to be paid residuals since nobody ever goes back to watch reruns.

Bring On the News
CNN

As of September 27, Max will begin offering “CNN Max,” which will essentially be a platform for the already 24/7 news source. Max is essentially taking over the failed independent streaming service called CNN+.

There are no real changes to the actual offerings of this CNN program aside from the fact that they will have content “designed for the Max audience.” There is no word as to what this will be other than the typical CNN content, including shows such as the CNN Newsroom, Anderson Cooper 360, and The Lead With Jake Tapper.

The team-up allows CNN to find a new audience while Max obtains content created by another service that may eventually become an added paid service within the heading. Max is already experimenting with this format for sports, offering six months free before charging for the added service. The CNN label may continue offering the news but with other programs as a premium. Max has not stated if this is their ultimate goal, but it does appear that streamers are finding new ways to nickel-and-dime subscribers.

It should be noted that some people have pointed to CNN.com and the app as a way for people to consume their programs. However, anyone visiting either space will also find paywalls to content.

There are, of course, many places to find news. But CNN is still one of the most trusted sources. And if Zaslav knows one thing, it’s brand recognition. He could have any horse in his stable, but CNN is a thoroughbred.

Zaslav’s Goal

The goal of Max is to charge as much as possible for as limited a library as possible. This means that they are essentially cramming their service with un-rewatchable dating shows, sports, and news. Two of which they can put extra barriers around and one they can immediately flush.

Considerable time has been spent by higher-ups to create a centralized pile of media that can be made and then hidden away or outright destroyed. Adding news simply means that Warner Bros. Discovery can pay a small fee without needing much in terms of actual content creation.

Zaslav realizes that we have become a society of upgrades and premium services. We want exclusivity and access. With that in mind, he has positioned Warner Bros. discovery as the stern but bribable bouncer at Club Media. It’s really hard to get in unless you know how to pay him for your exclusive, premium access password. But you’ll have to slip him more money each time you get to the door.

Why This Effects You
Comedy Central

Some people don’t remember when film and TV were a watch-now-because-it’s-gone type of situation. First, we had to pay for cable, where the movie channels were a premium. Then streaming came along, and we suddenly had a glut of old and new films for a low membership price. Now, streamers have done what cable did to network television. They scooped up content and began raising prices. We all grumbled and paid.

Related: The Spiderwick Chronicles Series Dropped By Disney in Cost-Cutting Despite Being Complete

Now, the streaming wars are coming to an end, and Max is one of the clear winners by virtue of content alone. However, that means they can now do whatever they want with that content. And because they are in business and not actually in media, they have realized the financial benefits of stopping you from watching. It’s backward, it’s unbelievable, and it’s working perfectly.

David Zaslav and his team were hired for one purpose: to make money. And they are failing miserably. The company is set to lose over $1.2 billion this year. He seems to think that adding more barriers is the best way to fix this. But the floundering is leading to consequences. So the question is not whether CNN will help but how Zaslav will twist users into paying more to use it.