The 14 Pro Max may not be revolutionary for a lot of folks, but coming from the regular 12 to the 14 PRO MAX is a great upgrade for me. The always-on display and the longer battery life are great improvements for me. Not to mention the camera improvements.
I wanted to upgrade my 12 and needed longer battery life as my previous one before that was a Pro, and previously with features being almost the same between the regular iPhone, I would have just gotten the regular one. But I felt if I was going to upgrade, I might as well get the one with the most features. Before the Pro was basically just a fancier more premium case, now it's more to consider for those upgrading.
The good thing is, the new features are pricey features that Apple has to pay down the R&D with someone, a paying customer. But the following year, with economies of scale it can pass down those features to all iPhone models. So if only the premium iPhones get the latests bells and whistles the first year, and they can get passed down to regular iPhones the following year, then we all win. No problem.