I thought it was odd too. I loved my Kemper!
When I go back to digital I'm going to have a really hard time deciding between Kemper and Axe-FX III
Before going Fractal (had never heard one or played one prior) I purchased an Helix. It bricked on me so I
traded it for a Kemper Stage, which was really good. I enjoyed it. I didn't love the UI and the need to get
profiles from others, though. That's when I sold it and bought a Fractal. Not that anyone cares, but my
breakdown as far as best to little less than best would be Fractal > Kemper > Helix. There is no worst here.
The guy I play every week with in a band, for almost 20 years now, and who has had an Helix since they first
came out, agrees. When I first got the Fractal and started to take it to practice he was a little threatened and
started to turn his rig, and them pump it louder through the PA. He finally fessed up what was going on.
That said, we both also agree that the Helix User Interface is superior, and you get an Exp pedal with the unit and
don't have to purchase one separately. But tonally, yeah, we are on the same page he and I.
We have also decided that his Helix and the Fractal I bring also make a nice pair. We don't want to mimic one
another.