ZTL CTLR OBSERVES DEPARTING PA31 FROM UKF (CLASS G) EXECUTE AN INCORRECT DEP PROC TOWARD HIGHER TERRAIN.

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ACFT DEPARTED UKF ON RWY 1. CLRNC IS DIRECT RDU; APPROX 110 DEG HDG. ALT ASSIGNMENT WAS 5000 FT. MEA FROM UKF DIRECT RDU IS 4300 FT. ACFT FLEW 'RWY HDG' INTO 5400 FT MEA. ACFT NOT SEEN ON RADAR UNTIL WITHIN THE 5400 FT MEA. THIS IS BECOMING A COMMON OCCURRENCE AT UNCTLED ARPTS. PLTS ARE SO USED TO BEING TOLD TO 'FLY RWY HDG' THAT THEY DO IT ALL THE TIME WITHOUT THINKING. THIS PROB IS COMPOUNDED BY CTLRS THAT ARE ASSIGNING RWY OF DEP AND HDG TO BE FLOWN CONTRARY TO THE 7110.65; THUS LEADING PLTS TO THINK IT IS NORMAL AND/OR LEGAL. IT IS NOT AND IN THIS CASE IT WAS DANGEROUS. CALLBACK CONVERSATION WITH RPTR REVEALED THE FOLLOWING INFO: RPTR WAS NOT AWARE THAT AN INCORRECT/INAPPROPRIATE DEP CLRNC WAS ISSUED BY ATC. IN THE AREA OF UKF ARPT; THERE IS A CLASS D; TWRED ARPT WHICH DEP RWY AND HDG ASSIGNMENT CAN BE ASSIGNED. THE RPTR ASSUMES THAT THIS PLT HAS XFERRED THAT KNOWLEDGE AS RELEVANT INFO TO OPERATIONAL CRITERIA AT THIS ARPT. THE RPTR IS AWARE THAT THIS IS INCORRECT; BUT THE PLT COMMUNITY IS 'MIXING AND MATCHING' RULES AND REGS. THE RPTR ALLEGES THAT HE HAS HEARD OTHER ZTL CTLRS 'ASSIGN' RWYS FOR DEP AT UNCTLED ARPTS TO OBTAIN 'AN OPERATIONAL ADVANTAGE' IN COORDINATING; OR AVOIDING COORD WITH ADJOINING DELEGATED AIRSPACE/TRACONS.