Hard to know exactly what "fairest" meant to Donald Ross in 1935; the word may have had a different meaning back then.
I don't see the fairness issue as accelerated by golf architects or architecture, but rather reflected in architecture. The way I see it, the fairness issue has become greater as golf in general has become more "Americanized", and as professional golf has risen over the last 40-50 years.
But I especially wonder just how much fairness would be an issue if match play was still emphasized as much as it used to be when the game was younger.
The essence of stroke play competition is to see who can take the fewest amount of strokes under the same conditions. Obviously, the conditions are never the same across the board in any tournament, but we still strive for that ideal by trying to "level the playing field" and eliminate luck from the equation. For many, if luck plays a part in the outcome the competition is tainted. The solution? Flatten the fairways, flatten the greens, make the fairways and greens consistent and smooth, try to avoid bad weather, etc.
A related characteristic of stroke play is that every round generates a score, with which too many golfers become overly preoccupied because they take it (and they think others do as well) as some sort of measure of their ability. Egos get wrapped up in score, and luck or unfairness again becomes threatening.
I'm thinking about the story that Bob Crosby told on the North Berwick thread about a marginal shot leading to many lost shots on the 13th. In match play, such "bad luck" is no big deal--only one hole lost. But in stroke play an entire round or tournament can be ruined, and not everyone can handle that. The solution? Again, try to make everything "fair".
Every time I go to Scotland and play the old seaside courses, especially if the weather is foul, I find myself thinking "I can see why they play so much match play over here."
How many times have you heard this--
"What did you shoot today?"
"81, but I got screwed on 17 and lipped out four times and how bad was the pin on 12? I thought the course was unfair." [Translation--"I'm a better golfer than my score indicates, but the conditions weren't fair so I couldn't show how good I am." Translation--"My self-worth is so wrapped up in score that I've got to pray to the God of Fairness so that I can shoot a good number and everyone will think I'm a good player."]
Now in match play there is no such question as "What did you shoot today?" Instead--
"How did it go today?"
"We had a good match; it went back and forth and I gave him a good run, but he closed me out at the 17th. But you should have seen the shot I hit on #11!"
Now, he could have shot 4 under or 12 over, but that's not the point of match play; the essence of match play is to win more holes from your opponent than you lose. You don't have a big fat number next to your name, you just have a match result, and if the other guy was better, well, hats off to him. Fairness doesn't have as much to do with it.
Which is fine, because golf is not supposed to be fair. It's a game in which luck will always play a part (bigger than we'll ever admit), and that is a good thing.
But again, I don't think Ross or any other architect brought the issue of fairness to golfers; I think golfers brought the issue of fairness to them.
If you want to build a level playing field, build a tennis or basketball court; you can't do it in golf.