If anything OP is right which is wack imo. I mean that other shyt does matter but it should NOT overshadow the actual lyricism. Also, having a likable image plays a HUGE factor in todays music world. Look at nikkas like A$AP Rocky, who isn't doing anything new music wise but people think he's cool and "high fashion" based on the shyt he wears and that shyt just makes his music cooler to kids who can't afford the shyt he's wearing. If you can't rap you shouldn't be a rapper imo. I get that there can be sub genres (Trap, conscious etc) but as a fan of actual lyricism I'd like to see more nikkas incorporate dope rhyme schemes, clever multis etc into their work instead of this whole swag rap/ratchet shyt thats everywhere. You'd think people would be tired of hearing the same lyrics over diff beats but I guess not.