Lighting Shows Too Many Scratches?

All you can do is try to put the camera and lights in the same relative positions. Also, the natural light is probably very diffuse, so you'll need to add a lot of diffusion.

fantastic pictures from the stand, I don't see a need to change anything

I've found that cameras find all the scratches.
It's the nature of the beast.

Why?
At least partly because the image ends up so much larger than the real coin.
The scratches are magnified.
You would see the same thing through a 10x loupe and more so through a microscope.
Hold the real coin up next to your image and see how much larger the image is.

That's why the TPG's grade without a loupe and only use 3x magnification when a closer look at a particular feature is needed.
If all coins were graded with magnification there probably wouldn't be any MS-70 or PF-70 coins.
And maybe not even -69.

Lighting always high lights the scratches making them look far worse then they do in hand.

Scratches come in a number of varieties.

-- In your image those scratches are from metal flow during striking.
Often found on business strikes but much less often on proofs.
Numismatically expected and acceptable.

-- Scratches also occur from die polishing.
This is done most often to remove the results of die clashes.
Numismatically expected and acceptable but may be less desirable.

-- Scratches also occur from the time when coins were bagged and the bags were "roughly" handled.
The coins rubbed against one another.
Numismatically expected and acceptable but definitely less desirable.

-- Scratches also occur from coins being poorly stored or handled.
Often called "sliders" and may be graded AU-58.
Or those coins are often given DETAILS grades.

-- And then there's scratches caused by abrasive cleaning.
Unacceptable and results in coins being given DETAILS grades.

Those are what came to mind quickly.