Well, in this case rankings and rankers probably just reflect the problem. They don't create it. I suppose they could be criticized for perpetuating it.
Broadly speaking of the arts and design worlds, I think works of "anti-memorability," or should I just say unmemorable works -- wait, I mean "unmemorable" works, hope that makes sense -- I think those have ALWAYS struggled in the popular marketplace. Many stories of books, music, and movies that took a long time to find their footing, sometimes after the author was dead and gone.
But the problem is perhaps more acute today. Specifically to golf, the soaring costs of golf in recent decades increase the likelihood of "one and done" rounds. Yet public / resort golf depends on positive comments from the hit-n-runners. So I think a sort of doom loop arises where selection bias -- clients hire designers whose designs cater to one-n-doners and produce "memorable" designs -- mixes with golfers' desire to get their money's worth. Golfers are paying more so they want more. They don't want a round of golf, they want a "life experience."
So their expectations get freighted with a lot of crap. I think this explains why so many walk off Pinehurst #2 disappointed, griping about the expense and about it being overrated. Golfers infer...something...about the architecture from the price they pay. They expect fireworks.
If you could run an experiment where you stripped away a golfer's a priori knowledge about #2, then dropped him down there and told him the greens fee was $20, here you go and head on out..."caddies?! No, we don't have those"...I bet he would have more positive comments. Not comments like "wow, amazing...one of the world's best"...but positive.
So unless / until costs come down, I guess I see little hope for the greatness of the subtle, of the sublime, to have much chance in the marketplace. At least in the public-access marketplace. There are the examples of Coore and Crenshaw's private designs, maybe Doak's too but I don't have any experience with Doak's private designs. It is interesting to see where C&C's designs appear in the rankings when there's no ocean nearby...assuming they appear in rankings at all.
Apologies for the long post, didn't have time to write a short one.
PS Mac and Peter, I won't ask you to submit urine samples. Seriously though, experiences like that very rarely have to do with the architecture and are about the moment, the weather, the ocean views, the way the sunlight filters through the trees at certain times, etc -- in my personal experience. I accept yours may be different.