If its not about hoes, cars, or money, then its considered "real hip-hop".
Quite frankly, that's the best kind of hip hop, with groups such as The Roots, Talib Kweli, KRS-One, De La Soul, Mos Def, Jurassic 5, Blackalicious, Kanye West, Nas, Dilated Peoples, Pharoe Monch, A Tribe Called Quest...