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Just read the site (http://www.total.frwww.total.fr). They reckon on 4% better economy and 5% less CO2 emmisions. No claims for better performance though, and dont forget that 98RON is standard for Super Unleaded in France (instead of 97RON here).
Difficult to say - as mentioned, Total dont make any claims for better power. Maybe Optimax produces no more power than other 98RON petrol, its just that (until recently), there wasnt any other 98RON available in the UK.
Since all Super UL is 98RON in France, maybe thats why Shell dont sell Optimax there.