This is what happens when dominant society sees you as the top guy in rap. Your "art" gets coopted for commercial purposes you have no control over.
Its the price of the crown. Kendrick can either get with that and get in some Gap commercials or give the crown up. There isn't a middle ground on this,
because we don't really control the monetization of hip hop. We are just the test bed to tell dominant society what artists they should be taking advantage of in the moment.