Bob, Don't ask me how I missed this thread. Sorry for the indiscression!
I side with a lot of what everyone has said here, more importantly Craig, because that is exactly where revetting came from--just another form of bulkheading the faces of the most penal bunkers sandy soils had to offer. No, it isn't natural looking either because it is a man-made effort to stablize, and int he case of the Scots, Merion, Bill Kittleman and Richie Valentine, it was whatever material that was readily available and whatever process was going to do the trick--which to me is totally cool and quirky and fun and exciting, and challenging, and threatening and etc. etc. etc.
Now in the case of the Old Course and the changes that they have done int he last years, even more since I have been there, I'm not a fan, because to some extent they're going entirely with grass faces on many of the bunkers. It loks more like something Rees Jones has been doing there then Old Tom or Alan Robertson or Bill Kittleman.
I think of The Soup Bowl, which Craig can offer further insight as it was a thought provoking hazard simply because it was totally artifical visually but needed to prevent sand from being blown out of the bunker, as well as the bunker walls from caving-in. It had uneven sleepers popping-out of the embankments of its bunker walls, and while it isn't anything that we would call fair, it certainly is neat to see it in pictures from way back when because it was in an era when bunkers and all hazards had personalities. Even to the point that they were given names, and they're reputations were legendary because they had disaster spelled all over them.
How great must it have been at the time to see a mate or competitor caught by the rub of the green or luck in one of these terrible and frightful places! This is where most likely, our favorite golfing stories came from.
But in much aspect of the artifical vs. natural discussion of the topic, revetting isn't the killer of imagination or desire--the use of it in gimmicky situations is, because it wasn't of neccessity. At Rustic Canyon, Gil's spec for the bunkers required two or three layers of stacked-sod, and then a layer over it, giving it the "REAL" bunker look. But a lot of that morre then likely was because of the sandy soil of the site, plus, Gil's bunkers have that timeless Merion/Natural feel to them.
Is it gimmicky--Not to me, and yes, I'm partial.