J.Cole's image and the way his team has marketed him has been perfect for his rise. He'll have his fans for life, true die hard fanbase that stan everything he puts out, no matter what. Stans go so hard for him, that they even prop up his label mates projects that are for the most part mediocre.
He's kind of the first rapper to really take on and embrace the "average" person persona and bank off of it. Their have been other guys who fit this category, but they never were able to capitalize on it.
Somebody like Joe Budden comes to mind... I wonder if he came out later on and used a 'Cole' marketing blueprint, how different his career would be.