Anthony -
I read a modern philosopher a while back who argued that the trouble with our current thinking about ethics and morality is that it's been shaped by the language and practices of the marketplace. He wasn't criticizing the marketplace; he was suggesting that its basic principle (e.g. a fair exchange of goods and services) was not as transferable to the ethical realm as we've collectively assumed it to be. In fact, it has marked a devolution in our understanding of the meaning and power of morality, and in the efficacy of the free moral act. Which is to say, I'm guessing that the concept of (and growing desire for) fairness in golf has something to do with the ever-increasing influence of the marketplace, broadly understood.
Archie - Yes! Muy stupido, and invariably an ugly-looking golf hole to boot.
Peter