This is a better demo.
But, I'll tell you, they have had people watching this forum. Here are a couple reasons why it seems obvious:
It's been while, and the vibe effect in the Axe FX has improved greatly, but there was a lot of talk about it here (I'm guilty!). Also, all the Klon (KLON!!!) talk. And, they have been emphasizing those two things. Then there's obvious interface; ease of accessing and changing parameters... well, I have no problem with it in the Axe FX at all, but again, it is something we hear on the forum sometimes. And so, they make a point of emphasizing that too.
Am I impressed by the demos and yes, even the great UI, to go out and buy one? No, not really. I still want to try it, but purely for comparison sake.
No need to make too much out of any of this. It does seem to be a good product, and they are clearly gunning for a part of the higher end modeling market.
I'd love to hear some of these demos without the complete flubby low end. That strikes me as strange.
Still, they are bringing high end modeling to the mainstream shops. The "competition" can only be a good thing for Fractal Audio.