Eh...seems like the agenda of this thread is another those miserable 'lets create a circle jerk against the current generation, while romanticizing the past' type deals. I love the 90s and all, but I dont want to be stuck in it like a lot of y'all are determined to be.
More to the OP's point, I think he's confusing overtly political and 'militant' with "conscious". Conscious is sort of loosely defined, but to me its more about raising issues that relate to the average black listener in thoughtful and meaningful ways. It doesnt have to mean bludgeoning the listener over the head with 'I hate white people' talk every other bar.
To that point, I think Cole is more in the vein of "conscious" rappers like De La, Heiro, Outkast, Tribe, etc who rapped about relatable shyt with insight, but didnt act like sheltered, bookworm dweebs either. They all rapped about fukkin hoes, getting into shyt with nikkas, getting high, etc.
At any rate, hip hop is a business. A lot of "conscious" rappers got pigeonholed as nerds, and Im sure today's rappers have been "conscious" of that, and have been wise in balancing their music with more accessible themes in order to maximize their marketability.