Eminem's writing is introspective; Macklemore's work is socially conscious. They're different. They can't be compared.
It's on my mind because I'm tired of 'angry Eminem' and I don't want to see Eminem evolve into a socially conscious rapper. His ability to delve into human psyche is unparalleled in rap, imho. So these forays he's made into American politics have just been disappointing. I think we need to hear from a happy and balanced Em. I want to hear about the successful Em who never succumbed to industry pressure. I think he'd elicit deep emotions of happiness no other rapper could express because he has rich lyrical content and expressive vocal style.
Fans need their stars to grow with them. Else they outgrow them.