Well for me personally the pricetag is a drawback. That's why I use Blender. I also think because I'm creating low poly game assets, fbx is a good way to go as long as I don't want to include animations. Usually fbx imports quite well in Max, though I'm not sure about the more complicated rigs. In any case, I don't have a 3DSMax license, so no *.max for me unfortunately.
But I agree that you should decide what formats you provide based on your target industry.