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He's been called up three times...had three opportunities to leave an impression about how he approaches the game...preparation, seriousness, attitude, work ethic, plate approach (nut just the games...batting practice, etc) and the club has been trying to coach him in AAA.
As you'd say doc...
It says here that the team thinks he's unprofessional, uncoachable, unserious, unfocused...some combination thereof.