@dean701 - thanks for the graphs and visualizations! That's a good way to look at things impartially.
One point of feedback is that a single 57 on the speaker cap is extremely bright, so may not be the best point of comparison. I have found that the Tone Factor mixes can be a bit dark, although the 57's are more on the bright side.
I do think that overall, they are good IR's. I have a few of them, the AC30 with Greenbacks, a Marshall 4x12, and the Orange 4x12. The AC30 and Orange are really cool. There's some things they do very well. But I don't think they are necessarily a magic bullet.
Their marketing is stupid IMO. Way over the top hyperbole. I am guessing they decided to basically be cartoonish in the approach, although I do like how they did a detailed comparison video. But that's just marketing, I can look past that.
I personally don't think any brand is head and shoulders better than another. They have different sonic signatures, that's all. I like the tones of and respect the hell out of both Justin York and Kevin from Ownhammer. My two favorites overall. There's a lot of other good brands, and bad brands too.
I will say that ideally you wouldn't need IR's at all. I'd prefer cabs that you can move around and mix, so the modern approach like Dyna Cabs, the newer Helix, Neural, etc. I think that's easier to use.