Why would someone choose the RAFT over something like a Freelancer MAX? What are the unique capabilities of this ship compared to its competitors?

The RAFT is designed to compete more against the base Freelancer than the MAX. However, it holds its own in that it's designed from the ground up to support the quick loading and unloading of standardized 32-SCU cargo crates. Whilst you can of course fit these into the MAX, it takes much longer due to its relatively narrow opening.