I think its more simple than that
its easy to talk about, and people eat it up
it takes more effort to step outside of murder raps
If it were easy, anyone could do it.
You're right it does take effort. But that's something all genres can use. There's a few combination of song writers, lyricists and such that can put together some good songs, but 90% of all music across a majority of genres is disposable, generic, empty..just a bunch of words.
Its hard though, sometimes you don't know what's gonna hit and what's gonna flop.
There's a lot of issues. Music is weird right now cause a lot of cats aren't doing deals like that or releasing albums, and they aren't touring doing shows, but they're steady in your face, songs on the internet, doing features.