I think the issue is he's not considered real hip hop… it's more like pop music. Which is fine, Macklemore is still talented. Some of the greatest hip hop artists have never won, even though their albums are considered classics. Kendrick Lamar is what a lot of hardcore rap fans would consider to be one of the greatest…

It's easy to say "I was going to, but then…" and then post a message he sent Kendrick (which in itself is tacky to do) to millions of his followers after the fact.