I agree completely; I don't think there are any other topics those terms can refer to in a sound context. I've suggested max and maxmsp as synonyms for max-msp and would like to see others' opinions as well. I thought this made the most sense to me.
edit: It sounds like there exists another Max program used for file conversions that has no relation to Max/MSP. If we need to differentiate, I'd be in favor of avoiding the max tag (and retagging when necessary) in favor of max-msp and maybe an "sbooth-max" tag or something like it.