Mike,
I agree completely.
At Seattle CC, wedge shots are rarely off a flat lie. For the most part, there is hardly a flat lie to be found. This is, in my opinion, a reason that rolling terrain can make golf courses better. The variety of lies is an aspect key to the game of golf. I'm sure there are'nt too many flat lies at St. Andrews, and I think that adds fun.
From a strategic standpoint, uneven lies are good as they challenge the player to play different types of shots and really test their playing ability. The theory of creating uneven lies throughout a golf course is a simple yet effective way to challenge the skill of players. Sometimes golf courses have holes where the architect tries to do too much, yet in reality it is simplicity that reigns supreme in challenging players.
I think a great example of moving fairway is Chambers Bay. I love the fact that the player is continually forced to play solid golf shots throughout the round. The fairways at Chambers are very contoured and make each shot a joy to play as one has to really think about how to hit it. Whether it be a wedge, mid-iron, or long shot players really have to think deep about how to play and contemplate their given lie. As a result, even fairway shots provide fun strategy, which I believe lacks in some modern courses built. I agree completely Mike, I love uneven lies, as they add variety and force a player to continually hit solid shots, a key feature to the challenge each course should present.