I think he might just like the proximity to his food dish. He has a habit of rolling around on carpet after he eats, and sometimes he even likes to drag his kibble to the carpet and eat it there.
So the fact that there's a rug mere steps from his food dish makes Max a happy puppy!
It's also a bit of a toy grave yard. Apparently the wood floor is not a suitable spot for Max's toys, he ferries the toys from the living room rug, to the front hall rug, to the dining room rug and back.
So if you have a doggy who likes his toys, maybe you should buy him a jute rug too ;). haha