To be honest, I felt irritated and prejusticed toward this comics some time ago. Mostly because after just one (prologue) episode, when there was almost no way for reader to understand how this story would look like, it was already actively promoted. I often feel irritated by too intrusive promotion in general, especially if I don't even understand, what exactly is promoted...
After several months, when several other episodes were released, I gave it another chance, and surprisingly found it fun enough. I liked it for the same reason, why I liked "Madoka Magica" - because they gave a fresh sight on hackneyed "magical girl" genre, adding unusual elements to it. I find it particularly fun, how "magical girl outfit" changes with time, adjusting more to Max's personality, as well as his whole reaction on all these "magical girl" things.
But, again, I could easily miss quite fun comics just because of too pushy promotion. Moderation in all things is required!