It's interesting to me that the rise of the digital age of ampless rigs coincided with the era of non guitar sounding pedals. There's an entire generation of players using the guitar to sound like anything BUT a guitar and it seems counterintuitive to me since if you are using a DAW or modeler, you could just use a midi controller and make it easier on yourself. I don't know when real guitar tones stopped being cool to so many people, like it's some kind of rebellious act against music norms or something.
I think that YouTube and social media became a big part of the reason for this. Guitar influencer culture turned playing guitar into one big infomercial to sell products. The culture of guitar turned from playing guitar to playing pedals. You don't need to learn guitar, write songs, be in a band. Just bleep bloop on this digital algorithm and be one of the cool kids.
On another note, I think it's disheartening as someone who grew up with loud amps and drummers to be in such a silent digital world. While I can get close to the sound of my rig with my two notes stuff late at night, it doesn't make my panties wet like playing my amp loud and feeling the push pull of the speakers and guitar. That long sustaining feedback cannot be replicated in the matrix. No aiab pedal brings the feel to the table, and a big part of the tone is the feel and weight of the guitar interacting with the amp and pedals at real volume.