Kendrick my favorite rapper of the all of them easily but his disses have really not been personal shots. His shyt is more like an honest boxing fight.
He has an aggressive voice, and says aggressive things but he's really just saying he wants to take people's fans, he raps better than them, even saying he's got love for them and calling them Michael Jackson and shyt. Then mixing it up with a bunch of aggressive bars unrelated to the rappers.
I also think that's what made Cole feel like "shyt, what did I do, and it didn't bang. Cause he did the opposite, he took personal shots about how wack Kendrick is, which he obviously doesn't think and most people who fukk with Cole fukk with Kendrick. At least those you'd call hiphop heads.