Here's what the above page refers about Max for Live:
Max for Live – no limits, built in
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.
New and updated 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.
Advanced MIDI–hardware integration
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.
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.
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.