You can make a snapshot by clicking the camera symbol when your plugin GUI is opened. In this case when you see the Massive X window. Then you will also see a nice picture of Massive there instead of a place-holder.
Try just not to click but drag and drop the picture of Verve, Massive, etc. into the arranger window. This will create a track and open the instrument GUI window. In all instrument windows you can open presets as well. And then also the presets of 3rd party plugins like Massive. You can even drag instruments inbetween two tracks and it will create the instrument track right at the right place. In case you didn’t already know…
The video shows in great parts the Media Bay that you can access by pressing F5. It will give you access to all Steinberg presets, all your Samples and User presets. When you clicked on the pictures in the right Media tab, as you mentioned in your post, you essentially got the query from the Media Bay for that specific instruments presets.
Third party plugins have to support VST3, AU and also AAX, but those are incompatible regarding their internal presets handling, and then all the DAWs don’t necessarily support all the features of those plugin formats,. So the only viable solution for plugin developers is to create their own preset system to be compatible with all DAWs and plugin formats.