Right now, the M chipset is a great mid level chip. Due to its efficiency, it makes it the best in its class for mobile and portable computing. When it comes to high end Windows vs M1 Max its no comparison. For $3300-$6000 you can build a top notch PC for that kind of money that will surpass the M1 Max MBP. You can build a AMD Ryzen 9 5950X + AMD Radeon RX 6900 XT and still have money left over! Sorry, but these components make it league leading. Not to hate on the M1 Max, but it is an incredible chipset! However, to compare it to lower efficiency, high end graphics card it will come up short. I believe the M3 Max may be more competitive, but Apple is still 3-4 years behind of overthrowing AMD or Intel in raw CPU/GPU benchmarks.
Personally, anyone shelling out this kind of money for a laptop are drinking the kool-aid. I would love to see the M1 Pro/Max performance in a smartphone. This would be truly game changing. The iPad Pro will get the M1 Pro chip next year so this wouldn't be considered ground breaking. For the average PC world the M1 Pro/Max are not game changers, but only in efficiency. That is why the keynote explained efficiency over performance. Very calculated.