I found the article interesting with many parrellels to golf course architecture. Perhaps some of my thoughts echo Ian's, but perhaps some of them add to his thoughts while others stray.
I agree with Brand/Macwood's comments that the the age of a building/course adds to its level of love of reverence. But here is the kicker, it has to be truly functional and good. It can't be the fad de jour, it has to be the real deal. Over time, the truth regarding the course will come out and the fad de jour will change and the truly great courses will be left standing. But again, here is a kicker...if the course truly added something to the history of golf course archictecture (despite being a fad or not) it will remain, at least somewhat, revered. But if it is a copy of the history changing course, it will fade away over time.
An example of a truly history changing course might be, TPC Sawgrass with its extreme architecture and island green. Other courses have the island green concept and the extreme architecture and they may have been highly regarded at one point, but they have faded away while Sawgrass remains a unanimous gem among golf course rating entities.
Interestingly enough, I think I have some examples of fad de jour courses that have faded in interest over time. A number of months ago, I dug up every Top 100 World list I could going back as far in history as I could (the oldest one I found was, ironicly enough, Tom Macwood's In My Opinion piece on the Top 100 courses in the world from 1939) to see what courses used to be Top 100 but have fallen in recent times. Here are some of those courses...
Black Diamond Ranch, Shadow Creek, World Woods Pine Barrens, Troon (Arizona), and Banff. I've played 3 of these 5 and I can see why they are not Top 100 in the world, but I could see if the hype machine ran with them they could fool some people for a brief period of time.
And I think that is the key that Brand is talking about when he talks about the passage of time and the love for a building (or in our minds, courses). Over time, hype machines fade away as you can only afford to throw so much money to market an impostor. Over time, the truth comes out. Crystal Downs was not in vogue for quite some time, and although I haven't played it and can't offer a first hand experience, it seems to have taken its rightful place among the worlds best. I believe Fishers Island was hidden for awhile and even the great NGLA hid in the weeds for a bit. But time has a way of righting these wrongs.
And it is my opinion, that right now the "minimalism" and "natural" trend is a fad. I think the truly revolutionary minimalistic design will be highly regarded forever, as they truly added to the greatness of golf course architecture. Specifically, Sand Hills. HOWEVER, when I watch a television program with Donald Trump walking around the "Great Dunes of Scotland" and talking about how natural this or that is...I think it has hit fad stage. And understand, I am not knocking Mr. Trump. But the bottom line is that he is a business man. If he sees a business opportunity, he will grab on to it and sell the crap out of it. I think he sees this trend as a business opportunity. To me, this is not a true believer in minamlism espousing his core values and beliefs. He is making a business deal to make himself some money.
Take these thoughts for what they are worth, run with them, counter them, whatever you feel will add to the discussion.