The calluna and erica genuses are fairly adaptable with adequate drainage. I'd like to see more of it in hillsides, out of play, as lost golf balls are annoying. They also help in erosion control - Chambers Bay potential?
Like horses, cattle, etc., if man wasn't around tending to them, there woud not be nearly as many. I know that's obvious, but unless we appreciate something for some popular benefit, it surely will not be cultivated in the popular vernacular to be invested in. Perhaps more exposure would help. I know flowers on golf courses are becoming taboo (at least here at GCA) but heather is rather understated even in full bloom.
"The Suffolk, the Clydesdale, the Percheron vie
With the Shire on his feathers floating.
Hauling soft timber into the dusk
To bed on a warm straw coating.
Bring me a wheel of oaken wood
A rein of polished leather
A heavy horse and a tumbling sky
Brewing heavy weather." IA