So to deal with Urgot...
Recently, there has been much discussion of how Urgot is "unfun" to play against (as a rioter recently commented). If you want him to be played less, this is all you have to do: stop playing tanks.
This meta is, personally, my least favorite meta. I have been playing since the end of Season 2, and I can say I have never had less fun playing top and jungle. Stacking armor, magic resistance, and health so you can just sit in the middle of team fight and soak damage is one of the least rewarding game play experiences I have ever experienced. This is the same reason why Urgot (and somewhat kog'maw) have returned to prominence recently. Their kits have built in Resistance Penetration and percentage health damage, which wrecks havoc in this meta of 5k health junglers.
Fortunately, Riot is pushing the player base away from the tank meta, with 3 very recent changes pointing to this:
First, the rework of Black Cleaver to allow armor reduction, different from pen in that the whole team benefits from the reduced resistances. This should be leading to tanks not maintaining their stats as fights go on.
Second, the buff to Blade of the Ruined King makes it a much effective life steal item, which may make it more appealing to ADC. The massive which is percentage of health damage once again makes it appealing for tank melting.
Third, the recent nerfs to Cinderhulk, whether it be the reduction in health granted or the reduced damage on Immolate, has definitely made it a much less appealing item in general. Look to MSI, where numerous times the god tier tank junglers like Sejuani were left up and did not get picked. Instead pros were leaning towards bruisers (Gragas, RekSai, Vi) where damage was much more important than the pure tank junglers that had plagued many of the professional scenes.
So to tie this back to Urgot, Urgot is only exceling currently because tanks are an issue. With the recent tank nerfs and the re-emergence of bruisers and brawlers out of top and jungle, we would expect to see a decline in Urgot.
Want to help this cause? Then stop playing tanks.