The media didn't pick him up till his second album? Get out of it...
His fisher-price lyricism makes him marketable to the under 15's. Thats why he's so popular. Skill doesn't come into it.
Yeah, I agree. But its not like he's the only one doing that. He's just the only one that the media have chosen to exploit, and there's far better if you look for it.
If he rapped in his own accent then he might have a bit more credibility. Unfortunately him and Jamie Oliver have the Mockney...