When I bought the Max, I wanted the best camera (photographer, but none of these phone's cameras come close to a dSLR so that's a whole different discussion), biggest battery and biggest display. After using it since launch, my feeling is that it is just too big and too heavy of a phone to fit my needs. I got the Pro last week and instantly knew it was the phone for me. Not too big or too heavy for the pockets and just the right size. I love this thing.
I tried giving the 12PM to my wife, but she wants no part of it. She has the XS Max, and is totally happy with it. So now I have me happy with the Pro, her happy with the XS Max and the 12PM is not being used.
Lesson learned, I guess. Sometimes the biggest and arguably the best just isn't the right fit for you.