I can't speak for Max, but I'll take a wild guess and say he was thinking like me: we wanted to be in contention for the win and/or at least a top 3 finish (ultimate goal).
So actually at halfway we were in the lead pack (with about 25 other guys including the guys who won/finished top 3). We went for it and faded...Max held on longer and bonked harder as a result...but we went for it.
I didn't fly all the way to South Africa to run a conservative race and pick people off and hope to sneak into the top 10...i was going for top 3 or crash and burn (of course which I did the latter).
I'm telling you (like in most ultras) it's a matter of specific training (and of course Comrades is the most competitive ultra in the world) and talent and experience. I personally think there is a lot of room for improvement and I learned that the hard way this year.
Again, Jonas Buud has gotten 2nd there and his marathon pr is around 2:18. Take that for what it's worth.