As far as fairness goes, I can go along with Pat Mucci where he speaks of "reasonableness v unreasonableness" of a hole; however, I don't see where it matters in match play.
In stroke play, I think players should be able to have a reasonable opportunity to make par on a hole, and nobody should have to go back home and have to explain why they shot some ugly score out of character for their ability. Club pro's are especially sensitive to this.
In match play, any set up goes. All you need to do is score better than your opponent on the particular hole.