I think Cole has a couple of issues that has led to him not playing a whole lot so far. Obviously he has some strength issues, and you're right that he didn't show a lot of desire to bang down low in high school, and stayed on the perimeter(out of the paint anyway) quite a bit. So, I think he's behind on back to the basket play, because he didn't really develope that in high school. So this is why he hasn't put himself in position to get some PT in the post. (at the 4 or 5) Especially in the B10.
Now, Cole has got some shooting skills, but the reason he can't play the perimeter(say the 3) IMO, is his lack of lateral quickness and ability to defend other players at that position. I remember a couple of years ago when Richwoods played Pekin at the Field House(anyone remember that place

) Pekin spread Richwoods out, and gave the ball to whoever Cole was guarding, and that player just blew right by him to create their offense, whether it was lay-up, or drive and dish, or drive and kick to beat the defense because they had to rotate to help Cole out. He was beat repeatedly in that game off the dribble, and I remember thinking that he will really have to improve on either his strength or perimeter D, because at that point he wasn't equipped to play either in the post or on the perimeter at the D1 level. It appears he is still struggling with both.
I hope BIll gets it figured out and becomes a successful player at Illinois, as we have seen other guys really contribute after struggling early in their careers. (JJ) comes to mind.