I don't think Yeezus has much to do with Cole's apparent annoyance; he's a big boy, he realizes Kanye is a bigger rapper than him and would thus dominate the limelight. Perhaps he felt he had a chance to outsell Kanye after the "no promo/no single" decision, and who knows he might actually outsell him - but that's not Cole's concern.
Personally I believe Cole is upset that Born Sinner isn't being hailed as the artistic effort he believes it is. Sure it's getting good reviews thus far (3.5 from Rolling Stone, 4 from HipHopDX) but no one is saying it's a standout album. I genuinely believe this album is Cole's response to GKMC, and when held to that standard it's a failure. If this is Cole's best attempt, his best shot, etc than something is wrong. It's a good album with only about 4 tracks I don't like, but overall is forgettable from a lyrical and production standpoint. I think Cole was expecting universal praise and acclaim, for this "dark" album to be viewed as an artist with his back against the wall, suffering from depression, releasing his greatest work. Nope.
edit: Born Sinner just got an L from XXL lol