Here's what the above page refers about Max for Live:

Max technology is now fully integrated into Live. No additional download or set up is required to create with and customize Max For Live devices. They just work. Plus Live 10 Suite offers new devices and capabilities that bring more possibilities for musicians and device developers.

Using Max For Live is simpler, quicker and more reliable. Significant improvements under the hood mean Max For Live devices now load faster, use less CPU and feel more like Live’s native devices.

Some of Max for Live’s most popular devices have had major upgrades. Drum Synths have been reworked with a complete sound upgrade and a broader sweet spot. Plus the new LFO and other control devices let you modulate up to eight parameters from a single device.

Max for Live devices can now send and receive SysEx, allowing deeper access to synthesizers—including full preset backup dumps, parameter control and more. Max for Live can also create custom control surfaces for custom hardware integration.

New audio routing capabilities in Max For Live mean mixing for performances, installations and theaters using multi-channel speaker setups is now possible with the included Surround Panner device.

"using multi-channel speaker setups is now possible with the included Surround Panner device."

I hope this means we can do that from our own M4L devices too...

"or should I say Max IS their interface ;)"

Why do you say that?

Because the new interface feels very Max like, a definite departure to what they had. I feel there is a lot more of Max under the hood then they are letting on.

"Because the new interface feels very Max like"

what exactly do you think of here?

live looks like that since 15 years.

Nope, I can definitely tell the difference

and some people say i was cryptic.

I can't say whether Live looks more Max-like but they made subtle UI changes. Clips no longer have an extra border around. If you make a clip now with a default theme, once you select a clip a color stroke/border will appear around it. So there is empty space there for the border. That seems removed in the new Live. So clips are taller in height. Borders are also removed on the clip buttons (and maybe elsewhere?) They have a new UI component called a matrix grid in the wavetable synth. As a user interface concept it's interesting because it includes sliders under each item within the matrix. I am certainly hoping this component will exist in Max. There are probably many uses for a UI matrix with built-in sliders within every point in the matrix. Other than that I see more major differences other than their new font which is a great font. I hope it's an option with Max 8.

yes, i am sure the font will change again in max 8 and render all existing patches unreadable once more.

Live 10 (beta/Max8) is loading (startup) 3 times faster than Live 9 (on my good old 2011 Macbook Pro) But Max 8 is a pain in the ass, yet. Jitter not working proper etc. But it's still a beta, so don't judge.