"Rarely, though, is a golf architect allowed to turn a blind eye to the Principle of Fairness, free to design without practical considerations. No matter how much a golf architect may want to sidestep the discussion, it’s hard to avoid."
Like almost any discussion, this isn't a black and white issue, there are degrees. I doubt many architects purposely design something to be "unfair", i.e. a crowned green that deflects nearly all shots off the green because it just won't hold, or a 5 yard wide fairway. My take was always to strive for fairness, knowing that a few instances will probably exist over 160 acres of the golf course and that golfers will accept a few bad bounces, but won't come back and play if there are consistently too many. That "acceptable level" might vary among golfers, from zero or just one bad bounce a round to several.
The golfers I complain about are the ones who complain the most. A popular phrase is "What if I hit it here? I got no shot!" It is impossible to make a golf course completely fair when opinions vary most define it as "nothing bad happens to me no matter where I hit it, but my opponent should face several impossible shots." Not to mention strategic design inherently focuses on creating better results from one spot over another. You got to have some difficult outcomes or there ain't no strategy.
And some mistake "uncomfortable" with "impossible." I have heard golfers complain about a hole that strongly encourages a fade when all they hit is a hook. Would I consider a hole where trees forced you to hit a strong fade, as opposed to one that merely strongly encourages it? Probably not, as it is no skin off my nose to leave a suitable bailout area for the hook without compromising the basic strategy of the hole.
As Richard writes, there are practical considerations, i.e., so few golfers can hit a particular shot on demand, and with so many C and D players (heck maybe even B players) playing every day, it is important to accommodate the way they play, which is hit and hope in many cases.
Again, all in all, architecture has probably been a quest for fairness since they replaced gorse at the Old Course with turf to make it more playable. There is also no strategy if there is nothing but random bounces that consistently go awry. Or, there needs to be some reward to make "risk-reward" work. All of that is good, and we probably tend to take some extreme examples of complaints and make it sound like all golfers want good results at an unrealistically high level.
Just my take. In any case, Rich's post served it's purpose.....I just bought the book to see what else he has to say!