I really think the death of lyricism can be attributed in large part to the reign of 50 Cent and the South takeover...how you wanna divvy up responsibility is up to you, lol, but I think that 1 2 combo back to back really got rapping rapping the fluck up outta here. Of course there are exceptions, I'm just speaking generally. Swag/Image has always been important in hip hop, since it's inception...it's just that now them things are like 95% of what makes you appealing to rap fans, shyt is gross...I don't care how cool you seem, if you dirt you still dirt, you aint THAT cool, lol, I aint checkin for no dirt.