The culture had a completely different set of values back then. In particular, street credibility was held at a much higher level then it is today, while singing and coming off emotional was viewed as a taboo, for a rapper that is.
With that being said, during the 99-2000 era of the beef, Ja Rule was perceived completely different from how he was perceived later on in 02-03, which is why 50 attacks had no effect on Ja in 99. Far as the culture was concerned, they were both hardcore NY rappers beefing. It wasn't until later that 50 was able to manipulate the narrative due to the major changes in how Ja was perceived by culture.
In 02, Ja's style and music had evolved to a place that made him more successful, commercially speaking, but at the same time it polarized him with the purest and with the streets. And to make matters worse, his music was over-exposed due to his hit singles being played non-stop on radio/tv which strained his presence greatly. By the time 50 came back around in 02, he was basically saying what everybody else was already feeling in regards to Ja being soft and not "hood" enough.
Throw in a tale about how Ja&Murder Inc were frauds who only acted tough because of who was backing them. And then imply that you got shot/back balled because they ran to the dude(s) backing them for protection like cowards due to you constantly harassing them for even thinking they had clout like that in the streets, and viola, its done! You have successfully crafted a pretty interesting story-line. Your enemies are portrayed as the chicken shyt heels and you the baby face. And tbh, it was genius. Most 50 stans in the booth still view 50 thru this manufactured lens despite all the hard evidence on the contrary.