I think you're reading too much into his comments. I don't really like the strike out comments either. I don't think the players that strike out a lot do so nonchalantly like it doesn't matter as his comment implies. I don't think that's the point though. To avoid strikeouts there are two key things for a hitter, hit good hittable pitches no matter where in the count they come, don't watch good mistake pitches and get caught looking, and don't chase out of the zone. Part of that is approach (teachable) and part of that is pitch recognition (skill- somewhat teachable but with limitations). Because of those skill level limitations, pitch recognition is the hardest hurdle to cross. I don't think any professional hitting coach would preach "just don't strike out. "