TEPaul,
I go along with the idea that they are there as directional and distance references. What I like about that hole (done on many holes there) is that the shorter tees are the ones with the "dramatic" cliff edge views. Give the masses their money's worth, instead of saving the best views for the championship tees like Turnberry. Presumably those playing the short tees know not to try the carry, the bunkers can serve as a more traditional warning sign those players will notice better. But with the longer tees aiming you a bit more toward the trouble, it is harder to gain perspective and find a line with the way things visually lay out on a course with such high cliffs. I think it would be far more difficult to find one's line if those bunkers weren't there. Those who believe in architectural ambiguity would say that's a good thing, but I don't think you can play the "ambiguity" game on a hole where a bad shot will drop several hundred feet!
When I played there last summer, after a look at things I took a 1i and aimed it just right of the edge of the bunker on the right. Figured the wind would blow it left and it'd end up in position A. Problem is, sometimes when there is a strong wind, when I visualize the shot in my mind I see it with that right to left curve, and my brain decides "oh, he wants to hit a hook" and produces the proper swing for it. So I hooked it off into disaster.
But it produced the most memorable shot of my day there because I had to drop it pretty much where the upper left corner of the box is (the corner near the 182) with the ball well above my feet. With the cliff falling off left of the green, the rock wall right up against the right side of that rather narrow green I don't know why the hell I thought I could do it, but I played a slinging hook with a 4i that came off perfectly and ended up pin high 30' from the pin. Just missed making what would have been an all-world par, but bogey still felt pretty good.
Oh, and Haulie's Leap -- the heavy equipment made the drop sans rider. He was able to abandon ship before it fell.