pakiman, I want to be lame and tell you to just read the book, but I will explain basically what the book will explain.
Making an exporter for 3D Studio Max or Maya directly is only an option for either major middleware vendors or studios with in-house engines.
The reason is fairly obvious. An individual making an exporter for either tool is an obvious waste of time. Next version of Maya means you have to rebuild, relink, and sometimes modify your tool. And you have to keep up-to-date not only with Maya but with 3D Studio Max, LightWave, etc., for each new version they create.
If you are a middleware studio with a budget that is fine.
If you are like my game company where the only engine we use is our in-house one (
http://www.youtube.com/watch?v=6cuXgRVMvZ0 (this is real-time on a PlayStation 3)) then you can enforce that your workers use only Maya, and then it makes sense to make Maya plug-ins directly.
But this is not the target audience of my book.
The target audience is individuals who want to progress with their 3D game engines beyond what existing books detail.
For indies, nothing else makes sense but to use exchange formats such as FBX or COLLADA, and this also reaches the largest target audience for my book. If I showed how to make a plug-in for Maya I would obligated to show how to make the same thing for 3D Studio Max, LightWave, Blender, etc., and that is just not reasonable.
Basically, read the book. It explains it all.
L. Spiro