How else would you suggest software implementations of real world amps be fairly compared? Should we dial them all up to 10 instead? Should the tester subjectively pick what he thinks are the best settings from each? Oscilloscope charts? Most of the people commenting here actually downloaded the demo and listened, and most of those weren't all that impressed. 10 yeas ago the Helix SW would have been an absolute game-changer. But there's a whole lot of competition out there these days from companies who are passionate about bringing great guitar tone to the plugin market. And they don't have the massive marketing overhead of L6 which is reflected in their SW pricing model. Here's another thing that disappointed me about L6.... $1500 is a big chunk of change to pay for Helix HW that is nowhere near the Kemper in tonal authenticity, and only adds some new models and interface options but essentially sounds the same as the HD500X. I can't knock L6's business acumen, they are clearly killing it with Helix, but it's not the premium sounding product that Kemper is, nor does it hit the value point the HD500X does... it's in some strange middle-land that certainly appeals to a large audience, but not to me in particular. I'll pay for products that resonate, but this one was a big miss for me. Funny you mention Mesa Mark... I'm a huge fan of the Mesa Mark series, and if given the choice, I would take a busted one with knobs stuck on 5s over a whole lot of other manufacturer's amps with a full set of working knobs!!!