A lot of the "modern" work that gets the most attention looks very much the same. Because I'm a student of GCA, I'm able to tell the difference between how Hanse approaches work compared to Coore & Crenshaw. Just one example. If I had played more Doak courses, I am sure I'd begin to appreciate how Tom goes about things versus _______. Most golfers, I will guess, see "about the same thing" in terms of looks. They will also appreciate the site — Ocean views, forests, dunes, etc.
If I were to coin a phrase of the most attention-getting modern work, I term it "Throw Back".
Stellar ideas in golf design are sorrowfully lacking. Not much excitement, which is depressing. The recent emphasis on alternative formats, short courses and play formats will — hopefully — have a positive and profound impact. In order to do something different, in my opinion, we need to be "designing" and re-thinking the format and play — not just the aesthetics, edges and "treatments" that get inflicted once the routing is set.