I hear exactly what you're saying. But, the reason why The Bay/40 has been getting the attention from mainstream media is because its a 'new' sound to those outside of The Bay, and even new to some people here...
The sound on his last 3 albums wouldn't have done any better now than they did then, so thats why they felt like they had to sort of re-invent the sound, to something more appealing to the masses, which at the current moment happened to be uptempo club music...
Just my .02