I think the XS Max is going to be a big deal for people like me--I went from 7 Plus (my first ever plus sized phone) to iPhone X, and even though my brain knew that I was getting the same sized screen just in a smaller chassis, my eyes and my hands felt like I downgraded to a smaller phone. I was perfectly comfortable with the overall size of the 7 Plus--in fact, it just felt more premium to me because it had more heft to it. Probably one of my favorite iPhones of all time. With the XS Max, I feel like I'm getting a combination of all my favorite things from the 7 Plus and the X in one phone, and it's barely more expensive than my X was.
As a side note, I'm a little shocked by all the people who are mad about the price tag on these. Are there that many people that walk in and plunk down the entire $1000 every year for the new phone? I have never in my life done that for any of my cell phones going all the way back to my first Nokia in the 90s. And the way Verizon has me set up now, I'll only ever pay half that before I trade up to the next thing, or i have the option to pay over two years and eventually own it. There are literally three different ways to pay for these things now, none of them involve a contract, and two of them don't require you to plop down the entire retail cost on launch day.