These are relatively new to Max and are made by a company called ALLEGORITHMIC.
You can find their site HERE
Watch a video from them, about their product. Remember, Max only ships with approx 60 of these materials. There are a lot more! Find them HERE!
Achieve a vast range of materials with this library of Substance parametric textures. These dynamic, resolution-independent 2D textures have small memory and disk space footprints, making them useful for exporting to games engines via the Allegorithmic Substance Air middleware offering; integration is currently provided for Unreal ® Engine 3 game engine, Emergent's Gamebryo ®game engine, and Unity.
Some examples of dynamically editable and animatable parameters are: brick distribution, surface aging, and mortar thickness in a brick wall; color variation, density, and leaf type in an autumn leaves texture; and the age and number of planks in a varnished wood texture. Also, every texture has a randomizing setting to lend natural variation to your scenes.