Feeling the same, after a few listens.
I was talking about it last night with someone. There are wack rappers who have zero talent, but do a dope job of pitching themselves because they have mad personality and presence. Cole has all the right components around him and actual talent, and gets more than enough outside co-signage, but still comes off unconvincing with how he pitches his shyt. He always sounds like he's trying, rather than doing. I appreciate his shyt, and like what I'm hearing, but I find that I rarely go back and listen after a few times. It's almost like there's no soul in his shyt.