Here's what I've observed.
The guys who hit the first feed on a fly usually hit it high up in the air, not caring if the other person get's a good first feed. Pros can do this, because their practice partners can handle any ball and smack it back.
Most of us can't, so a good feed to the forehand side, hip high, is important to have. We're not trying to win the point on the first feed ball.