Because he's more popular than them...the sleight of hand here is that he wasn't ever really positioned against the wales and big seans of the world in the first place, not originally anyway...that his success is thrown in the face of theirs is a lowering of expectations of sorts...in reality he was supposed to be the original "anti-drake", marketed and pushed as the "real hip hop son!" lyrical answer to Drake for mainstream rap listeners not really into "real hip hop son!" lyrical rappers...Drake was his primary peer and point of comparison...then Kendrick came along and cold took that spot from him...so it's kinda funny that now instead of it being "Why isn't J. Cole selling up platinum or multi-platinum like Kendrick and Drake?", he gets taken out of that conversation completely and judged against the lower tier of acts...and flips the whole thing