A video well worth watching from Siggraph on Smart Content. A lot of new WW users express confusion when I stress the point of using procedural design and parametric principles in your workflow. The video linked below should be helpful in explaining some principles of what this is. The video expresses not only things that you can do inside Max but also some future directions the developers are trying to take design workflows into even more efficient directions.
https://vimeo.com/228217009
Wow, this is really interesting!