My top Two favorite improvements in x3 are 1. The new color options. This really is a great feature for big projects and 2. The new Quad curve EQ. This is very helpful, especially if you're a blind old guy like me. having a built-in spectrum analyzer in the EQ is a great asset.
I also like the improvements in things like the new comping feature, VST 3, and all the fixes. All this without the third party stuff make the upgrade something to consider. but when you add in the third party plugs it becomes a no brainer to upgrade. The nomad collection is pretty cool so is Addictive Drums.
Other things like the new bifilter2 and the Tape emulator are great too. When I add all this up the upgrade makes sense to me, It is true they swap out third party stuff from time to time, but in my opinion it is always for something better. TH2 is better than Guitar rig. breverb is the best third party reverb they have had so far.
Over all I think things are improving in the Sonar X series. Sonar itself is improving. The upgrade is not just a collection of new third party plugs. In my opinion it just keeps getting better.