Hi there, We recently launched sketchfab.com, a free service to publish 3D models online without plugin, using WebGL and HTML5. We support more than 20 native 3D formats, as well as normal maps, specular, lights, diffuse, transparency... We have and exporter for 3ds Max to publish directly from there to the web in 1 click. You can embed our viewer on any webpage, and customize options like autospin, autostart, controls directly in the embed code. Give it a try, create a free account on http://sketchfab.com today and tell us what you think! Best, the Sketchfab team