Is GMB SEO more powerful/ important than traditional SEO (local SEO)?

As consumers become lazier and lazier, the GMB profile seems like a convenient tool that displays everything ranging from hours to reviews to services the businesses provide as well as 3 main calls to action. On the agency side of things, Ranking GMB listings also seems a lot easier on the SEO side of things as opposed to ranking below the 3 pack, where we are competing with 10s of thousands of pages