While I love these guys who make these tube amps for their skill and artistry, I think they are just on the wrong side of a technological wave.
A few days ago I posted about trying actually a Friedman in a store. Beautiful amp, I would never buy it. Heavy, and did not sound good quiet. (And mind you used it costs 1.5 times the price of a new Kemper.)
The next generation - like my 12 year old - would never consider one of those pitted against a Kemper. This is the generation who grows up with heavily optimized computer (and phone) apps surrounding them 24x7. They will choose convenience (weight, workflow, ability to play quiet or loud, etc) over history and a perceived 1% tonal difference.
I totally acknowledge that we would not have a Kemper/Axe FX/etc if it wasn't for people like Friedman. However he definitely sounds a bit like Lars sounded when he complained about people stealing Metallica's music with Napster. Look what happened, the entire music distribution industry changed and whomever did not adapt is gone by now.