The Max-Q lineup features tweaked GPUs that offer higher energy efficiency than the regular models, at the cost of somewhat lower performance.
It's believed that this new offer from NVIDIA is intended to compete with the Intel Kaby Lake-G + Vega combo. Intel claims the RX Vega M GH is faster than a GTX 1060 Max-Q so the GTX 1050 Ti Max-Q seems to be a competitor for the RX Vega GL with 20 CUs.