Too many fairways today are designed with the "Mac 3" razor effect. Just straight cuts with little deviation.
I don't believe you can add moguls and other elements in a haphazard fashion but I believe many of the links in GB and Ireland have this element since many of the sites usually had this pre-existing condition. A rumpled look is clearly more interesting that a flat piece of uneventful land (the state of the affairs for nearly all of Florida golf).
Too many courses in America use way too much water and therefore "firm and fast" is a non-issue. However, when courses do try to incorporate "firm and fast" they also need to contour / rumple their fairways so that uneven bounces can and do take place. Yes, I can remember the bounce that Tom Lehman got on the final hole in the 1995 US Open and how Steve Jones followed much the same shot line as Tom but was able to hit the other side of a ridge and have his ball propel further down the fairway for an easy 7-iron approach and the Open title. Was the result Lehman received fair. No -- but that's golf and had he taken a more aggressive line just a bit further right he would have been in the proper position.
The bounce is a part of the game. More of it needs to be incorporated into design. Too many fairways are simply long strips of level grass with flanking rough heights and the occasional bunker(s).
True links golf always carries with it uncertainty. American golf is too focused on the "guaranteed" result. If I do "X" I will get "Y" result.
"Firm and fast" does not have to be made easy. It is easy when fairways are so predictable in their design. Banking fairways adding appropriate moguls, among other elements, can add to the shotmaking and thinking that keeps the game interesting, while at the same time preventing the long hitter from gaining additional yardage on flat airport like fairways.