I like things like the Tonex. Getting folks into profiling amps and having access to a huge array of tones.
FX. At a great price. I don't know if the wee Tonex One can profile (possibly doesn't have enough i/o), but its a great pedal for adding amps or drive pedals to a board.
The Kemper is a self contained profiler - no extra devices necessary. Tonex needs a computer and software to do the profiling while the pedal acts as a usb audio interface.
Kemper is also a fully featured digital multi-FX. Direct competitors ? Maybe not - but I can't see everyone ditching their Kempers to go full Tonex. Though I can forsee a plethora of Youtube videos suggesting "Everyone is selling their Kempers" like the "Everyone has sold their Helix" videos last month.