Everyone’s favorite CEO, Warner Bros. Discovery head David Zaslav, thinks HBO Max is ripe for a price hike. Speaking at the Goldman Sachs Communacopia and Technology Conference (doesn’t that sound like a fun time?) Zaslav argued that his company’s premium output can command a premium price.

“The fact that this is quality — and that’s true across our company, motion picture, TV production and and streaming quality — we all we think that gives us a chance to raise price,” he said, according to The Hollywood Reporter. “We think we’re way underpriced.”

The recently re-re-branded HBO Max currently starts at $9.99 per month, including ads, peaking at $20.99 per month for its premium plan, roughly in line with its rivals.

If that wasn’t good news enough, Zaslav also promised that Max is “going

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