Wild greens that undulate like they do because that's what the land does, and so that they don't give a damn that people want to use sticks and balls and actually putt on them.
Proximity to the sea and all of the exposed elements that result.
An oppenness that makes no apologies, and embodies the spirit of striking the ball to wherever you do, and your playing partner likewise, along any route, until ye find cause to be able to play a shot towards the putting green.
Hazards and uninviting areas that do much to remind a golfer that ye shall not desire to return to such a calamity on any future occasion. Nature does not decree that a mishap be fair, clients do.
An avoidance of unrequired length. If the clients are not in talks with Tim Finchem, then they don't need a 7000 yard course, let alone 7500. Besides, a 6600-6800 yard members course will allow more golfers to play the course correctly; on foot.