It seems to help the longer hitters a lot. One thing you had to worry about in the past is that, if you didn't hit your drive on the correct line or didn't shape the ball enough, the ball would roll through the "fairway" and into trouble. Now, balls seem to get caught up in the "rough" and avoid trouble. Along with the course lengthening (which becomes more of a factor in wet conditions), the rough seems to really help the long hitter. And, I think you're right--the penalty for hitting out of the short rough isn't particularly strong.