Once Helix Native releases, the pressure to release an axe fx plugin will be huge. I dont think most people comprehend how much not releasing an axe fx plug in will damage future sales of the axe fx in 2017/2018 and beyond. Axe users obviously will say "no sweat, my axe fx is great, I dont need a plug in"......and that is fine, but in a stricly business perspective, Line 6 will directly cut into Fractals market share, and reduce their potential client base by a significant amount.
If you do not conform with demand, the demand will move on.
Just look at cassette tapes, VHS, HD dvd's, and CD's.
Whether people like it or not, speed and ease of use is in high demand for guitarists/producers. Line 6 said that this move was the "right thing to do" as they are moving in a customer centric direction. More and more poeple will notice this, and gravitate toward that. Kemper is not free from the potential damage either, they need to rethink their strategy for new customers as well.
I hope Fractal releases an axe fx vst, even if its not cheap, who gives a shit, just give people what they want