The Kemper is fundamentally the same concept. You choose an amp, then add whatever effects and tone shaping you want.
With the Kemper the amp tones are fully formed snapshots of an amp with certain settings. While you can tweak these drastically, the tweaking isn't exactly like the copied amp. If you want a clean and a heavy amp distortion sound you'd use 2 profiles normally, rather than using the gain knob (which doesn't mimic the gain control on the amp). It's easy.
That's why it's interesting to profile an amp with neutral settings too.