It has been discussed...it doesn't sound more real to me as much as them cherry picking and dialing things in to make their IR's sound better, and then influencing you by saying how much they prefer their IR's.
Here's a different comparison I made using the same IR and Helix Native:
I have a few of the Tone Factor IR's and they aren't bad but to me aren't as consistent or to my preference. I like Ownhammer in general the best and York is very close depending on the amp/cab. It's not a night and day difference.