Should have been a pitch, not chip, from that distance off the edge of the green. But the rough behaves inconsistently between holes, too. I just played Bethpage, back 9, and landed in a similar situation to what DJCue describes, on two holes: hole 15 & hole 17. Except it was 40-50% rough. I hit the exact same shot on both occasions, and both of the shots were failures, but in exactly opposite ways. I pitched the ball on both occasions, making sure to upgrade the club. On hole 15, that was enough to transfer the ball to the very edge of the rough, but not onto the green. On hole 17, the same shot resulted in the ball flying across most of the green, ensuring a bogey for me.
In the situation described by DJCue, I would have pitched, not chipped, would have selected a club of at least 22yd advertized distance, and hit it at about 80 to 90%. (But that's just my idea, and as I've just said, I bungle these types of shots.)