In todays NBA market he's definitely worth max money. Not only because he's improved every year he's been in the league to the point where he's one of the top players at his position and a top 20 player in the league, but because he's only 23 and he still has a lot of room for improvement.
I understand the comparison to Gay, but Gay was never close to being as good defensively as George is, which is what really sets them apart. George is also the superior passer and ball handler. Rudys style of play isn't conducive to a championship team because he's not productive enough in ISOs to justify him getting the ball as much as he does. Georges game adapts better to any NBA offence he's put in because he's more versatile than Rudy, and as mentioned before, a better ball handler and passer.