As with Cube's last album, 'Raw Footage', this is a grower, however if you're like me you will find there is way too much brag/gangster rap to begin the album and will be wanting a change up lyrically. He offers this more in the second half of the album with nice tracks like 'No Country For Young Men' and 'Hood Robbin'', but for me Ice Cube version 2010 should be more conscious/political and less gangster. Track for track, more stood out on the first listen than Raw Footage, but there are more weaker moments. Tracks such as 'It Is What It Is' is quite un-cube like, lyrically quite repetitive and lacking any substance. While I wouldn't say when you think of a lyrical rapper Cube is the first that comes to mind, there are quite a few poor hooks such as in 'Y’all Know How I Am' and "Google Me Bitch" in 'Urbanian', however, once the verses kick off most are enjoyable whether it be from Cube, or the features, such as the under-heard WC. There are a few bangers such as 'Life In California' and a couple of better conscious tracks toward the end as mentioned, but it is a touch inconsistent, at times lacking polish lyrically and brilliant beats. But this is helped by many of the weaker songs being quite short in length, and while we're on the production, a criticism has been that it isn't 'too west coast', which is probably a fair one. 'She Couldn't Make It on Her Own' (featuring Cube's sons) particularly sounds like a southern club tune. However, I enjoy enough of them to not care too much about the origin of the beats. Overall, if you didn't mind/enjoyed Raw Footage and some of Cube's other more recent albums, you should find something on this, even if it may require some editing of the playlist. For me though, while severely lacking content, he still sounds hungry and has the voice that made him what he is in the game, and it has four very good tracks and as happens, as you listen to the better ones over and over the weaker ones grow on you. Best Tracks: Life In California, Too West Coast, No Country For Young Men, Hood Robbin