"Who was the genius who came up with the idea of no rough on the course?"
Phil:
Good question indeed. I guess it depends on whether you mean no rough just at ANGC or the concept of no rough generally in golf course design.
On the latter, there is no question that Max Behr had been writing about this revolutionary architectural concept before ANGC was concieved and it also appears he had been thinking about it (and talking about it) along with Alister MacKenzie and perhaps even Bob Jones.
The concept of no rough appears to have been an architectural application and expression that they felt could or would create perhaps the ultimate example of truly strategic golf architecture and golf. As far as I know the articulation of this concept was done best from the mind and pen of Max Behr!
ANGC was obviously an example of this surprising and radical concept but it appears not to have been the only one. It also appears that the concept at least over the long haul was pretty much misunderstood or underappreciated!
Furthermore, those who resisted this kind of concept or spoke against it Behr tended to label them with descriptions such as direct tax "moralists," advocates of "The Game Mind of Man" or "Mrs Grundys."
In my own personal opinion, it is true to say that this radical concept really was the ultimate expression of truly strategic golf architecture but it was not the only thing that served to produce it. It had to be combined with such concepts as "Line of Instinct" and "Line of Charm" and even Behr's articulation of the nature and use of the concept of penalty itself which admittedly really was something of a "glass half empty/glass half full" idea!