Regarding Helickson, or any of the other starters currently caught up in the "no third time" craze, I think it just reiterates the problem with today's pitchers. It used to be that to be a successful starter, you needed 3 solid pitches as a minimum, and enough of a 4th to mix things up the 3rd or 4th time around. First time through, you stick to two pitches for the most part, fastball and breaking ball. You throw a couple of change-ups at most. Second time through, go to fastball, breaking ball and change-up with maybe a couple of your 4th pitch in there. Third time through, you throw everything you have. If you never develop a solid third pitch and decent fourth pitch, you end up in the bullpen.
I don't see starters these days following the old tried and true patterns. They come out throwing pretty much everything from the get-go. There isn't much surprise there by the middle innings.