Judging by that photo, it seems that the bunker serves as a clue as to which side the player should favor off the tee. After all, it does seem pretty easily carryable, which makes me think it serves as more of a marker. Therefore, if you arrived on that tee with no knowledge of what the fairway does or does not do over the rise, Ross seems to be indicating with that bunker that "challenging" (i.e. driving it over some part of) the bunker may well be the way to go.
It's not a bad assumption that that bunker is protecting *something*, is it?
Furthermore, the visible fairway slopes from left to right, so that absent any certainty as to whether the fairway continues straight ahead, it's reasonable to assume that the fairway beyond the horizon does the same. Certainly these assumptions can be bad at times, but it seems a good starting point for the one time a golfer will play this hole without having played it before.
Looking at the picture, it seems there's enough evidence to suggest that the uninitiated golfer should try and work a right-to-left tee shot toward the left edge of the visible fairway.
Patrick, will a tee shot like I've described above hold the fairway as it's currently mowed?