For chips, Ultra and Max are like their workstation chips or something, right? It seems expected that they should be a little more differentiated, they are specialist, aren’t they?
For example, I got the M1 Max when it was new. A year later the M2 came out. Spec-wise, the M1 Max was still a bit better than the M2 Pro in many regards. To me, getting a Max buys you some future proofing if you or your company can afford it (and you need that kind of performance). I use the Max with a lot of video work, and it's been fantastic.