Cliff is not dumb. Yes he is adding profiling because the Kemper is the new kid in town and people seem to like the ease of getting some good sounds from the Kemper.
Cliff obviously owns or has access to a Kemper because he stated that he "turned off the amp & captured one of the cabs from the Kemper" from one of the Plexi patches in the Kemper that he thought sounded the best. He says the Kempers EQ cab matching that takes place when the amp/cab profile is being done in the Kemper is the main reason for people getting a good sound more easily. With just amp modeling ,the speaker is not taken into consideration at all and people have to find the correct matching cab and tweak some speaker resonance controls etc... to get the best results. This process is more difficult for people, so many prefer the more plug n play nature of profiling amp/cab together.
He personally prefers the modeling approach, and so do many Axe users , but will give people the best of both worlds. We shall see.....
Cliff obviously has heard the best of what the Kemper has to offer so far, and he has announced that he will be adding his own profiling feature shortly. He knows that people will be waiting to hear if the Axe profiles will be worse,the same, or better than the Kemper. I highly doubt he will release his profiling feature if it doesn't have impressive results. Cliff is obviously very competitive, very smart, and shouldn't be taken lightly.
All companies should be this competitive, we the end users are the ultimate winners.