you flinch basically because you are anticipating the recoil and your brain tells you.... this is gonna hurt.... or could hurt... plain and simple... i had a case of the flinches momentarily yesterday lighting off some hefty handloads but quickly realized and corrected it... and i've been doing this for almost 20 years and lord knows how many rounds... you need to convince yourself that NOTHING is going to happen to harm you... and that you actually look forward to the recoil your shoulder is going to take... Good ear protection and eye protection also assist... kinda puts you in your own little world.... concentration is key... phase it all out... except the crosshairs, the target and your finger on the trigger... deep breath let it partially out... hold it to get everything rock steady and squeeze... do not try to control the rifle.. let it do it's things... it isn't gonna hurt you so long as you don't make the mistake of giving yourself too little eye relief.

ultimately you must convince yourself.... There is no spoon....

happy shooting

Jamie