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 to begin to push” on password sharing, backing up a threat from last month’s WBD earnings call to get “more aggressive” on the practice in September.