The whole Horizon Labs angle in the books went no where interesting. While this isn't an opinion on Max, I can't help but be reminded of what all he brought into the books that I was meh about when I'm reminded of Max, since it was his company.
Pretty much, Slott didn't do anything substantial with Horizon Lab, those characters, or Max, so like anything Slott writes, at best its all a fat-ass meeeeeehhh...
In fact Max was soooo meeeeehhh, that when he had his gay marriage, I never saw the signs. I'm not saying Max being gay came out of nowhere, just that he was sooooo just there, no one would have seen those signs. I guess its great no one made a big deal out of it (not all characters need to be outted in some over-the-top over-dramatic way), but I doubt that was what Slott had in mind.
So, Max Modell. The empitome of Dan Slott; a fat-ass meeeeehhh...