Low key 50 is too. I don't think 50 or Game expected Kendrick to run with the Interscope baton like this. He didn't just parlay the Interscope machine into 1-2 hot albums before imploding like them. He kept winning, got bigger and is now on top of the world. And the longer it goes on the harder it is for them to dismiss or brush off the success.
I also think it's clear 50 and Game thought Drake was gonna destroy Kendrick and possibly end his career. Snoop seemed to have thought the same thing. I think they're all tired of Kendrick winning, tired of him not returning calls or doing favors. etc. 50 was damn near promoting every Drake diss during the battle and was hyping Family Matters before it came out. He thought that was the kill shot. Then Kendrick slipped out of that trap, won unanimously, got the SB and dropped a hot album lol.