In the moment, Cole. Hell, I think down the line it will be Cole because Drake kept making music and got bigger. He'll never be considered a GOAT from a purist standpoint, but he came out with scratches.
Cole can NEVER make a song about how deadly his pen is or how he's the best, ever again. That's the majority of his music. Him and Kendrick MAY be cool after this, but I can't see an upward or a stable trajectory after this, for him.
His label is going to take a hit as a result. Sucks for the rest of his team.