Well no one made me King so I won't comment on what any one club should do. However, my recommendation to clients is always to keep the rough just high enough (given grass types) that you can distinguish the rough from the fw. I know come courses aren't designed to do this, and of the theory of fuzzy edges and all one hieght of cut. Sometimes, those are appropriate, but most courses fall into the now typical fw/rough dichotomy.
Some mention playing in the rough like Hogan, et al. I believe there is a difference between rough and tournament rough, so the comparison to me is invalid. If the average member has Hoganesque skill, then they could play Hogan deep rough. And the beauty of rough, is that in only a few weeks (weather dependent) they can grow the rough higher for those special events, while making every day play more enjoyable.
Besides, how much differential in height does it take to make the fw an advantage? I have seen those studies where the grooves allow just as much spin from the rough as from the fw, which is a conceptual problem. But do we grow it just for those 1% who get more proportional punishment from deep rough at the expense of fun everyday play? While that Philly club seems to have more good players than most (frankly, I doubt those reported handicap numbers are correct) they still represent only 15% of the every day golfers.
To me, clubs need to cater more to their every day players than is typically the case when top end players rule the greens committee.
But, that's just me. But, its not a personal opinion, its one based on watching a lot of players at lots of courses to see who enjoys what, rather than some notion that I know best how to basically ruin someone elses golf by punishing the living snot out of them because that is how it started eons ago, or because that is how the US Open is played!