Can someone tell me is the Max Payne 1 -2 -3 worth playing?
They're all crazy good. I would recommend that anybody who likes any kind of shooter/action games of any kind play that whole series all the way through. You could probably still play max payne 3 even if you haven't played the first two, but if you get the chance you should definitely play those too at some point.
As far as Rockstar not wanting fans to lose interest in the series, I guess they could be right about that but then again look at the a.ssassins creed series and how well that's doing. As long as you don't come up with the same repetitive sh*t every year, people are going to buy it, and even if it were the same basic premise it could still be worth it if they came up with some creative settings for the game (different cities/towns/countries etc.)