I know it's totally just hype, very Line6-ish, I think those vids should be required to come with a big YMMV warning!
Yeah, I think I saw one of those links and got to check out someone's cool project...which is always fun, I really don't even listen to record company produced music anymore, too many actual inspired artists reaching out through the internet to bother with that canned music!
Starting on a new project (or three), will definitely be using some of your IRs, mostly go for classic bass tones (as opposed to the "monster metal" tones that so many seem to seek at the moment), I split the signal (usually full range, sometimes hi/lo split) one side dirty, one clean and use a bunch of different gear like an old A/DA STD-1 for chorus , so it's the Axe FX and an Ampeg SVP-CL and/or Fender TBP-1, plus some outboard gear I like to use though the Axe can really do the same thing.
Guitars are layers of me doing mostly crunch rhythm through the Axe and my ace buddy running through an old modded tube amp (or two), plus maybe his real Leslie (he's the one that got me to buy the Axe so he could save his presets and then got on this "all real" kick, go figure - I'm so glad I got it though and keep telling him it's better then real in many ways, but he won't touch it!)...
Anyway, seems disingenuous to present any of our finished tracks as being this, or that, or the Axe, it's a bunch of stuff (and pretty eclectic, a lot of 60s/70s and 90s Alternative/Industrial influence, but we mix in everything from Country to Metal and even have a show tune influenced bit planned for this next one).