I've been a RiceGum fan for a while now. I love his roasts and the drama he has with other people.
The biggest criticism he gets is for being an asshole. For being pretentious. For flexing on everybody. iDubbz did a full content cop on why he's basically a pretentious douchebag.
I think he's just a great actor. I think half of the drama he stirs up is fake (his beef with Logan Paul for example) and the other part he does for attention.
And it's not bad. I think he's very smart about the battles he chooses and what he chooses to say, to stir enough controversy to be successful.
I'm his fan and I while I don't support all his actions and the things he does, I DO find it super entertaining.
I like that Rice has real skills in music and is taking an art to his craft. He uses buzz to get fame and then his skill to entertain.
For me, that's impressive and more than most YouTubers can say.