Ultimately beef isn't won or lost by who makes the craziest revelation.. what people remember is the songs, the moments in the songs, and the bars one-liners that resonate with them.
Not Like Us brought that and won it for Kendrick.. in the same way Back to Back won the Meek Mill beef for Drake. It was a hit song that everyone was quoting, playing in clubs, etc.
You got Not Like Us prob going #1, its in TV commercials on playoff games, it's being played at sporting events. Drake never lost the court of public opinion like that before.