And yet Kendrick's album will be plat soon and he's on a sold out arena world tour. What's your point.
I'm not pocket watching. Your sales and tours are a measure of how much people fukk with you. If no one fukks with Cole or Kendrick outside of the internet, they wouldn't be able to regularly sell out arenas. Often without hit records. Off Season didn't have some smash record and neither does Mr Morale, yet the fans bought the tickets. This is something that regularly happens in other genres outside rap but is a new thing for rap. Radiohead by any traditional sense of the phrase is a "one hit wonder" band, and yet they do arenas and stadiums while being one of the most important bands in the world. Your fanbase is what matters, and the blog era was the ultimate example of that principle coming to rap.
Even before the blog era you can point to artists like Nas. He didn't have a hit or relevant song from 2003 to now, yet still sold some records in the mid 00s and had successful tours because of his fanbase and catalog. In a sense Cole and Kendrick basically built off that and improved it, by having hits or relevant songs off each album. Every album has to have at least a couple songs that become staples of your live show...and that's how you build your base and your touring potential.
Wale was on one of the hottest labels in rap and couldn't sustain his career. That's on him/