14232949

I wasn't talking in terms of sales. I was talking in terms of the product that was released. Cole's latest was flat and uninspired. Yeezus ventured into uncharted territory and created a completely new type of hip-hop album. Revolutionary even.
Cole's album is instantly forgettable and it doesn't even highlight what he is capable of. It's dumbed down and lacking in substance without even retaining any pop value as most of the time it's just lukewarm and generic.
From the looped Biggie vocals on the opening track, I knew Cole was trying to forcefeed us the notion he had finally created a classic, in trying too hard to take aspects from other 'classic' albums and throw it into his product he just created a contrived and unfocused piece. This is why his mood flip-flops so much in the album, there's no focus. No direction.
His EP Truly Yours 2 which dropped a month or two previous to Born Sinner was much better than this album overall, in my opinion.

I like Cole and some tracks have definitely grown on me especially She Knows, but he can do much much better than Born Sinner.

Disagreed with that being the best track. Agreed with your other point. He's lost his individuality somewhat in an attempt to sound more like everybody else. It's sad really because we've seen glimpses that would indicate Cole could be great if he applied himself correctly.