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This.
Emphasis on the element of polarizing your audience. It's what keeps things fresh and interesting.
This is exactly what differentiates a good artist, like J. Cole, from an iconic artist like Kanye.
J. Cole has released a bunch of good albums. They are also a bunch of albums that are exactly what you would expect from him and are incredibly predictable. Pretty much everyone can agree J. Cole's stuff is listenable. Everyone. You are never going to hear a hip hop fan be absolutely disgusted with a J. Cole song, at the same time, no one will be surprised or shocked at what they hear.
Kanye? You are either going to love it, or hate it. And that's why he is the most polarizing, interesting, talked about, and influential person in hip hop. Whether it was vulnerable, honest backpack rap on College Dropout rap, to 808s and Heartbreak super emo level rap, to Yeezus - WTF punk rock rap, you never know what to expect from Kanye, except that people will definitely either love it or hate it with a passion, and that's exactly why he remains fresh and influent more than 10 years in the spotlight.
100% on the money. Especially the last paragraph.