To be fair, the English language is the real victim here.

While “essential” cleanly maps to “can’t go without” - it doesn’t map to “bare minimum”.

For instance, let’s assume you’re surviving in the wilderness and you need to start a fire. Your fire starting kit is obviously essential, but it could also be included in a “Camper Value Pack” - but those things don’t have anything to do with each other. The kit is essential, and it was obtained in a value pack. This message brought to you by Mr. Obvious.

Pro Essential is what the people in the cubes get. Pro Max Premium is what the people in the bigger cubes get.

It looks like a rebrand and further segmentation of the Latitude/Precision segmentation.