Unless I'm missing the point, are we discussing whether ambience should be considered in rating the merits of a course?
I think you REALLY have to know a course well in order to be able throw out ambience as something that effects your judgement.
Example #1 - Merion's ambience is, to most people, subtle enough (to be polite) that the course isn't in a lot of people's top 10. I promise you - the more you play it, the more you're able to appreciate it's design purity.
Example #2 - 95% of the people I know prefer Pine Valley to Merion. If Merion's layout was in Pine Valley's setting and Pine Valley was a "family" club, would that still be the case? I doubt it.
Example #3 - I can't get a single NGLA member to even put Merion in the same league as National. Having played both a bunch, the ambience of NGLA doesn't color my opinion. Not true of the National guys that get only 1 or 2 rounds at Merion.
Example #4 - I have experienced the same problem with Garden City Golf Club members as #3 above.
Example #5 - I can tell you from personal experience that it's impossible not to go ga-ga over Augusta the first time you play it. I hope to see what it's like the 2nd, 3rd and 4th times someday. However, the truth is that #'s 13 and 15 are both layup 8 iron second shots for me, #3 isn't all that tough when the greens are "normal" and #17 has a stupid tree in the way of my tee shot. How would I rate Augusta after half a dozen rounds FROM A DESIGN PERSPECTIVE? I sure hope I get the chance to find out!
What's the point? I think ambience hits EVERYBODY first - only a couple of really spectacular holes usually make it onto most people's design radar screen the first time out. Until they get used to the sea air, the view, the history, the years you've been waiting to play there, etc., how can anybody look at the golf holes with cool, detached objective judgement?
Whether we should or shouldn't, how can it be helped without a number of rounds to put the ambience, or lack thereof, in perspective?