First, I'm with Adam on not being a huge fan of Birkdale. In fact, it's the most disappointing of the Open rota courses that I have played. Designing a golf course in some of the best looking linksland anyway which had basically flat fairways and relied almost entirely on bunkering for its challenge was an achievement but not necessarily one to be proud of. The irony of the suggestion that they will now artificially add movement to those fairways is extraordinary.
Second, on M&E, it is surely concerning that they appear to have an almost complete monopoly on work on any course hoping to host R&A events. However, I'm sure that when appointed by, say, Birkdale, they do everything possible to0 do the best job possible. My concern is all those second tier clubs, appointing M&E to make changes hoping that that will help them get regional qualifying or similar. I can't imagine the firm has the resource to do as good a job, or pay the same attention, when working on those courses, and that's where it all becomes a bit vanilla. You get the same glossy plans, and the same marketing guff in them but the actual understanding of the original course, and the attention needed to make changes that really are sympathetic simply cannot be there. At least that is my experience from the club I have been involved with which engaged them.