AlaCowboy: If the ball is more than a foot into the rough a chip almost never gets onto the putting surface.
This is not true. I regularly chip from rough around the green up to and including those 40/50 lies. There are 2 basic rules-never ever try to pitch less than 75% and the first bounce must be on the green. I like using chips because in the reverse view you can aim it like a putt. Using top spin and backspin lets you alter the landing and roll out.
If you think in terms of the real game you know you can't baby your shot out of the rough and it works that way here too. That is the intent, after all-simulate real.
*edit* Thanks to jayjonbeach I made an error in the above-I did not intend to use the word pitch-it should have been chip.