What you're mentioning is exactly what happened on the roster when the Hawks had Coach Campbell as the WR coach. I conversed with parents of a number of the guys on the roster at that time ... and the fact that the WRs received "special treatment" and were held to a different standard than other players on the squad caused some rifts within the squad.
A guy can still be a "gamer" and still do some "freelance" work if the QB gets in trouble ... however, there is still nothing wrong with a WR being smart, tough, and knowledgeable about the game. Furthermore, as I've highlighted in a different thread ... WR is a position where a WR who isn't fundamentally sound is going to have much more trouble gaining separation than a guy who is both an excellent athlete AND who is a technician.