The recognition that golf is best when presented as fun makes him smart in my mind.
Fun doesn't necessarily mean easy, however, so don't go off about how his greens certainly are not easy.
I always liked his quote about pleasurable excitement having positive impacts on health.
So, I think it is somewhat fair to say he was Pete Dye before Pete Dye. In other words, make hazards appears mean and scary, but really it's just eye candy. Because it's more thrilling to navigate something you think is daunting, even though it actually is not.
Strategic design, as opposed to penal, gives golfer hope. Hope is a very powerful concept.
The distinction is somewhat encapsulated by what one of my buddies said about his caddy one time years back. My buddy didn't like that the caddy continued to tell him "where not to go" instead of telling him where to go. He didn't like the mindset that was planted in always being told not where to go.
In conclusion, recognizing that golfers are more likely to pick up the game, and stick with the game, if it is thrilling and fun, indicates some type of higher intelligence, in my opinion, considering the game will not survive without supporters.