His verse on "ambition" is what he needs to do more often.
I think the best rappers have a conversational approach to their flows. Ross is just rappin at you.
That and he's not smooth like Biggie was with the flow. He's also not that good at making songs for women besides that "Here I Am" song or whatever it was. Even in that he wasn't smooth with it. His flow is the same on damn near every song. And we all know women are the ones who buy CDs.