FWIW, if I had been able to try out a Fractal AxeFX back in 2014 when I was in the market for a high end modeler, I would have probably gone with that. I initially wanted a Fractal unit. But the only Fractal products I have ever seen in person was two on a stage a few years ago, and my FM3 (purchased a few months ago). What sold me back then on a Kemper was going to a concert where the guitarist used one, and we talked at length about it after the concert. Some of his tones were staggeringly good with the Kemper as well. I was able to purchase a Kemper through distribution and felt comfortable with the price and return policy, so I went with that.
In my case in 2014 the rarity and lack of in person examples of the tones, plus not knowing any owners, sent me to Kemper in place of Fractal. Not that this justifies Fractal going through distribution, but I just wanted to point out I would have probably gone with Fractal if I could have had these factors back then. I know that Fractal has a return policy, but not being able to hear one live and talk to a user made me reluctant to spend the money that way.