That does not make them "completely different tools" - nosirreee.
The primary sales proposition of a Kemper is ... amp profiling.
The primary sales proposition of ToneX is ... amp profiling.
The primary sales proposition (if it were sold) of NAM is ... amp profiling.
Everything else is a case of workflow, UI, platform, hardware design, and target demographics and user profiles. The fact they're aimed at different types of people does not mean they are different tools; the same way all guitar amps are guitar amps.
And in a world of cheap laptops and audio interfaces, the fact that the Kemper is an all-in-one hardware box, is no longer a market diffrentiator. True enough that most people are still worried about using laptops as replacements for their live rigs, but that doesn't mean it isn't possible. It's totally possible, and actually in the non-guitar worlds, the trend has been to replace dedicated hardware with laptops and controllers for a whole host of ergonomic and ease reasons.
The same could be true of guitarists, if they weren't so conservative - by nature it seems.