I'm really not sure why so many rigs are profiled with the gain knob so cranked! Shouldn't the gain be coming from the amp????
Increasing gain on kemper vs increasing gain on amp usually has quite a different effect tonally speaking. You can profile an amp at say 4/10 preamp gain, then dial the profile's gain to 9 and compare with the amp set at 9, keeping all else equal. Most amps I've profiled have sounded very different by that point and not just in terms of how distorted the tone was.
That said, decreasing the gain on the profile tends to "maintain" the amp source tone more so at the original preamp gain level, say in terms of EQ (but not only), with the most notable difference being "less gain". That can even be an advantage for kemper assuming we are after certain tonal characteristics of the amp at a particular gain level, but with less gain, characteristics which may not be there when lowering the preamp gain of the amp.
Considering this, if you are going to sell or share profiles that people may use with a variety of pickups, having them decrease the profile's gain instead of increasing it can allow for a more faithful reproduction in terms of what the amp may give you (increasing kemper gain = bigger "non-gain" differences compares to source at higher gain level ). Then again, sellers usually profile at a variety of gainlevels. But I have known some who did think in the above manner.
And considering what I mentioned that as a possible advantage: I don't know how much experience you have profiling amps, but you could take a friedman.. and say it sounds ideal for you at 9/10 of the preamp gain in terms of characteristics meaningfully independent from so-called "gain", but you seek less distortion. I've had cases where I intentionally profiled at levels like these just so I can lower the gain from kemper, getting closer in some ways to the "tone in my head" at that time.
That way, I could imagine you getting a tone from a Friedman that isn't possible -- or perhaps easy to get, close enough -- from the real amp itself.