And honestly I think a lot of folks struggle w/ the fact that my generation (lets say 25 and under as a general statement) may just want something different out of our hip-hop. We pull our cultural cues and values, and apply it to our lives in a different way.
The best way that I can put it is that we live our lives in 140 characters and picture filters that allow people to create a glossed up image of a pretty bland existence. The music, at least what's hot, reflects that. There's really no room for lyrics in our world. Folks want a mantra, like a "Started From The Bottom" or a "No New Friends" (which no broke person should be saying btw lol) that they can throw up on Twitter like it actually applies to their lives.*** So I mean, if Wale wants to complain about the image being far more important than the substance, then it's bigger than music. It's youth society at large.
Take a Future for example. He's got a ton of tracks w/ actual substance/messages to em, even if they're not lyrically complex. But a major sticking point w/ him is the sound. He sounds (beats, flows, lyrics, autotune, etc) like all those bad rappers you hate and point to as the cause of hip-hop's decline.
In a way, I think that's why Kendrick got over so well. Not only because he was good. But he's the "get back" for the people that look to the past instead of to the future. Same w/ Cole (see: Esch's posts). It's a way to say "we're still here, we still matter." Old folks (in rap terms) really came out for GKMC. Because if I'm being honest, the young folks fuck w/ him, but I don't think he's not platinum popular w/ young people. Drake is. I'm actually curious to see, if Chance The Rapper blows up (I doubt), which way he'll go...
random thoughts at 4am.
***edit: that's why that Poor Decisions track works so well.