I like the use of chipping areas, as anything, when it works visually. In most cases, this is certainly feasible. The problem I see is that for them to REALLY work, the golf course needs to be maintained at near-PGA Tour conditions, at least as far as fairways and greens go. Otherwise, they don't seem to come into play too much.
There's a resort in North Myrtle Beach, Barefoot Resort, with four pretty high-end golf courses--a Fazio, a Dye, a Norman, and a Love--I have played all but the Fazio. The last time I played one of the courses there, in the summer, the fairways were just too soft and slow for a ball to roll down any of the chipping areas. And even if it did, the only real option was a pitch shot that had to land on the green because you couldn't reasonably putt through such slow fringe or bump the ball into a soft hill with predictable results. But at a place like TPC River Highlands, a private club that is never far from Travelers Championship conditions, the chipping areas draw balls down to the bottoms and play as intended.
In general, I'm in favor of bigger fringes around greens; not necessarily in the form of chipping areas. I don't like when newer courses just have a foot-wide strip of fringe grass and then a green wall of primary rough around them; it looks funny to me.