I don't need 3ds Max to support glTF as an editor format, I just need it to support the format at least as well as it supports minimal OBJ, which is the lowest common denominator of 3D file formats.

GlTF is a runtime transfer format and that's mostly how I'm going to use it. Others at my employer need to do VR work, and sometimes that requires the geometry to make a trip through something like 3ds Max. It would be nice if Autodesk acknowledged the existence and utility of glTF. People want to move away from FBX so Autodesk are unlikely to provide glTF support until it is demanded of them by a large enough portion of their audience.

Once I am done with this Creo View stuff I will look at writing a 3ds Max import plugin myself. It would definitely get used by my employer.