That sounds simple and straight forward, but it is not. Sketchup is a standard, so Max should naturally open all doors and make all necessary changes to accommodate whatever mesh description and paradigms Sketchup chose to use, right?
Well, now Max team not only needs to maintain their own software, but now they have to be constantly aware of any changes Trimble does to Sketchup in order to keep things working.
Now go ahead and put other softwares in the mix. ZBrush? ArchiCad? AutoCad? Revit? And you start to get a picture that this is not simples and so smooth. And that's the reason they do create some standards like fbx, obj, etc. To have a common ground where all data follow a similar logic and can be digested by all DCCs that chose to.
But even then it's no guarantee. Very recebrec ZBrush did some fancy things on their obj exporter that basically made funky things when you imported those meshes in Max. Enough to say that ZBrush did NOT follow what's supposed to be a good practice by introducing things on the obj file. And we're talking about a long time standard!
Also enough to say users did blame Max for their sculpts not importing properly. Like when users blamed Max 2017 viewport instability when it only happened on GTX 10 series (yes, Nvidia hardware/drivers problems).
I sure see MANY places where Max have to improve, and I'm among the first in line nagging devs and calling attention to problems that DO exist, and have to be dealt with. And at the same time, this kind of talk (shameful development, cosmetic changes, demo features, etc) are not objective (you are not pointing to a specific problem to be solved, hence a Dev can do very little about it) and tends to not attracted users to see what the issue is and try to help you.
I tend to visit this forums from time to time. If I know an answer for a problem, I record a video, I make a script, I share a file with a solution, and if needed I talk to other users to escalate the issue trying to find a solution.
I do this because so many people did the SAME to me when I had roadblocks, bugs, doubts, issues. I did my fair share of rant (still do sometimes), but it's much more useful, fast, productive and friendly if we state the issue objectively, analyze and be open to other solutions, and be patient/polite with the people driving this software behind the curtains.
I'm not asking to sidestep, or hide away the problems, or throw them under th rug. Far from it. You're a customer, and as such is entitled to complain, to express your concerns and give your feedback, even in a harsh manner if you want to.
Thanks a lot for chiming in, @Anonymous Brent.