One thing about top-down organizational culture changes - they need a very simple message and it needs to be repeated over and over and over. It helps if you've got a figure head/hero for people to model. This appears to be a textbook example, at least early on. I'll bet we hear about it all year long.
We do have to realize that this message is really not being said for the benefit of the guys on the 25-man roster. It's being said for the benefit of the 17 year old draftee - he's gonna know what the organization's expectations are for him. Ditto his coaches, trainers and team mates. If they are serious, this message will permiate through the minor leagues. "You want to advance in this organization? Control the Zone. You want to play in SafeCo? Control the Zone. Look at the guy with a street named after him in Seattle. The most beloved member of this organization. You want that? Control the Zone. It's the Mariner way."