I think the problem is that "serious golfers" get too hung up on winning technically. (One reason golf is such a gay game.) That makes it too hard for them to appreciate the movie, and the ending.
The point of the film is what others have already said -- winning on your own terms, defining winning for yourself, etc. To Costner, beating the hole was more important than winning the tournament, and definitely more important than coming in second. And he eventually beat the hole. He also positioned himself for a successful pro (and endorsement) career in the process.
I think some serious golfers will in fact enjoy this ending. I was once told, in a golf lesson, that the whole point to driving was hitting the ball as hard and as far as possible, even if it didn't place exactly. And I think there's some truth to that. The real point to any sport, ultimately, is not to "win" -- it's to enjoy the game. And when it comes to *professional* sports, the point is still not actually to win -- it's to make as much money as possible.
Roy would not have been guaranteed of victory if he had laid up initially (correct?). Even if he had, it would've been an empty victory to him if he didn't conquer the hole on his own terms. Doing so is what gave him true joy -- more than if he had beaten another golfer. (So what if he did?) And it also positioned him for endorsements and fame, fulfilling the financial aspect of the game.
One can say they're personally unhappy with the ending, or Roy's choices. One can also say that about pretty much anything else anyone else does in life. But to say that Roy was somehow inherently wrong in his choices -- when he's still launching a likely successful pro career, and experienced deep personal satisfaction with his choice, is simply, and only, a personal assessment, with no broader validity.
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