I didn't buy an AxeFX, I bought an FM3, but I saw this particular video and after buying my FM3 and hearing how good it sounds, I stopped watching Rhett Schull. He even says that it sounds better than the Kemper or the Helix but he just doesn't like the UI of Axe Edit. That isn't a problem with the unit, that's operator error.
I would explain it more like this: if you use a PC for your entire life and then all of a sudden one day, you get a Mac, it's going to be a bit of a change. The commands are different, but in general, once you get the hang of it, they're both computers.