I will agree that for tweaking things on the fly, the hierarchical and page based nature of the Axe is sometimes a bit of a ballache. But that is more or less what you always get when you have these kinds of parameter sets.
For the vast majority of people who just want to quickly assemble a chain of pre-effects, an amp, a cab, and then a chain of post-effects, the HW is pretty easy to use. No more difficult than the Helix I'd say.
Fractal are an easy target for forum UX "experts" with too much time on their hands.
Every gear choice is a question of pro's and cons, positives and negatives, benefits and limitations.
When you choose Fractal, you're getting the best amp simulation around, period. When you choose other brands, you're compromising on that, whether you can hear it or not.
With Fractal, I know I can design a delay tone that I have in my head. With other brands I know I am limited to the 4-10 parameters that they think I should be allowed to access. With other brands I know that if their digital delay sounds a certain way, or decays away at a certain rate, that I'm stuck with it. Whereas with Fractal I know I can mess with the EQ, the compander, the drive, and I can craft a delay tone that is exactly what I wanted. The downside of that is, I know it is going to take some time. I also know if I want to tweak it in the middle of a show, that it isn't going to be easy.
But I'd rather that that not be able to do it at all, or just be stuck with effect X on another platform. For example, the Helix Transistor Tape delay.... it is great... but sometimes I want to keep the general character of it, but tweak the tonality or frequency response - I want to make it darker or brighter or something - and there are limitations to what you can do inside the block. Let's not even pretend that Quad Cortex has anything remotely resembling a true tape delay sound. They all sound like shaped digital delays. Not the same thing at all.
TMP strangely enough does sound like it has great effects... but then you're back to shithouse amp modelling. Pro's and cons again.