Just to mention the most important things without going into details. Pigments has the unique Arturia sound. It's not sterile, cold and harsh. Arturia sound is smoother and is'nt only about being loud, harsh and noisy.
Pigments for example does'nt need a huge amount of reverb to sound good, and that's very important.
Also you don't have to be a technician to use it, even though it has many possibilities for your imagination to use, and that i assume will be even further developed.
It's quite musical and versatile, so it can be used for all kinds of music. If that's a mainstream synth, then Pigments is one yes. But it has it own unique Arturia sound. And it does bring something to the table as i see it.
FYI: Arturia have done and still does make none emulation products.
Why should'nt Arturia have a synth like Pigments? It appeal to new users and it supplement V-Collection and other Arturia products. And again - it has the unique Arturia sound.
Beside that, then more profit could perhaps also benefit emulations, including in developing the older applications further.
Have you ever asked other manufactors why they suddenly create emulations, even if that's not their thing? Or why some emulate the same synth as others? Should they stop doing that and leave it to Arturia?