Another way to think about it, is instincts - not "thinking". I personally do not believe bass possess higher level thought processes to "think" through a problem or situation. Instinctively, however, good and bad can be learned. That has been proven numerous times with numerous different creatures - I can cite studies but I think we all agree with that. Can they learn that a specific lure type is associated with a "bad" experience... sure, why would a lure be different than any other negative reinforcement?
Now, as for many pros and others saying fish are stupid, and that you should keep it simple... is that really wrong? No, I don't think it is. And I don't think it is for a couple of reasons: A: You SHOULD keep it simple, Occam's Razor shows the simplest solution is usually the best solution. Catching fish is the problem, location, basic lure selection and presentation is the solution. If we "try" to theorize 100 different variables, invariably we will over analyze instead of just catching fish. I'm not saying to never adapt, one should always adapt based on the information given -- but start simple. Basic location based on weather/time of year, basic colors, basic lure types. Then refine.
Another reason I don't think it's a bad philosophy to apply is B: Confidence. Plain and simple. If you genuinely believe fish are simple, then you will have greater confidence. Confidence, unlike arrogance, will certainly help you catch more fish. That's part of why so many pro's preach a confidence bait. But that mentality can extend further than one bait, and into confidence in catching fish overall. And, systematically, if you are more confident that you CAN and WILL catch fish - you will naturally make more simple choices. You will not be questioning every nuance of every lure you own - rather you will make a simple selection automatically because you have confidence that it will work. That selection process inherently becomes the K.I.S.S. principle in action, with no stepping back to make that realization. Naturally from there, you will begin to refine your presentation through adaptation.
On the converse, instincts are hard to beat. And that goes both ways. All of us have probably been "in the zone". Where everything is just happening, you are not thinking about it - you are just doing it... instinctively -- and that is probably when you are the most effective angler - maybe by luck, maybe by nature, who knows. Fish live by instincts, we do too at the most basic level of our existence --- but we supplement it with a higher knowledge. Instincts are hard to beat...