Where do you see that it's small? M4 shows a significant performance boost per core from M3. Definitely comparable if not better than in previous generations.
Also, there is a reason they compare it with M1 Max so many times in their promo video. Those are the people they are targeting. Not M3 Max users. If you're one, you are not the target audience.
I like the 1000 nit SDR brightness (compared to previous 500 nits), definitely will come in handy when working outdoors.
New AI engine is also a big welcome, IMO. About 2x performance of M3 Max.
546GB/s of memory bandwidth vs 400GB/s in M3 Max is a 36.5% increase. For the first time since M1 Max.