Kv = rpm per volt of a motor, it is the only measument that we can compare between motors. The higher the kv the more power the motor wll generate but it has to be matched to the car (gear ratios and voltage used etc)
Using "turns" or "wind" to describe a motor is misleading. I have just compared several brands and very few match up kv to wind so its not a level playing field.
The sooner these companies realise not all car guys are stupid the better off we will all be