It was about the time R Kelly entered the ranks and finished it off. He pushed the genre from being in love with your woman and romancing her to "let's get butt nekkid and f*ck like rabbits" ditching any pretense at romance.
SMH and you have your usual Goof Troop cosigning. R. Kelly wasn't the first person, only person, or even the last person to talk about that stuff or "finish it off". What is so different that the modern RapSingers are doing that R. Kelly wasn't besides talkin about ice and catchin bodies?