This is where my head is at honestly. I just don't have the money to have AxeFX, and HX, and I surely didn't when I was getting my gear.
Its not that I don't think the Axe Fx doesn't sound fantastic, I think it sounds astounding, and sometimes better than Helix, but my line of reasoning went a little different.
When I was getting my gear, I was looking at routing, and ReAmp options as I was at the point where if it sounded better than my 11r I am sold... diminishing returns, and all .
At the time it was Helix Rack, and Axe FX 2 XL+. I did not go Axe for two reasons. (A) Price (for me at the time it was about $1,000 difference) (B) Helix was new, it would be supported for quite some time, and Axe Fx II was getting old, I figured the successor was just around the corner, and I was not wrong. (but I didn't want to wait for Axe 3)
So I invested in Helix Rack, controller, expression. Then over time with the updates they released this little gem Helix Native. That integration between the hardware, and that software was a deal sealer for me. As far as I know, there is no competition in this regard, and certainly wasn't at the time. Fractal doesn't have a plugin of their AxeFx suite.
I do not regret my choice one bit, even after hearing Axe FX III comparison videos, and preferring the tone over the Helix in the same video at times. Also for two reasons. (A) The people dialing in the tones may be biased to one product, or the other. (B) They are not me, nor are they dialing in a tone, with my gear, for the song I am creating.
I love the tones I get out of my Helix, and I will only get better at it. I might be able to get slightly better tones out of the AxeFX III, but I am not paying the toll to find out. By the time I want to upgrade that particular piece of equipment I am sure that L6 will have a Helix successor ready, and Axe FX III will be getting a bit long in the tooth to upgrade to for me. Who knows, may even be other contenders out there...
Wow, I did not intend to type this much. Some fine examples, and playing posted above. You guys are better guitar players than I am in some ways. Very Nice.