This style of lunge is actually slightly better than the forward lunge when it comes to building muscle, partly because it's harder to compensate with the lower back, so your form is better.
If your goal is to build your quads, this reverse lunging style also beats the forward lunge, which is better for glutes and hamstrings.
If you're disregarding the advice of an experienced lifter in favor of the latest study, you may be doing yourself a disservice. And you definitely look like a punk.
Gary Homann isn't your garden variety weightlifter. Sure, he's 180 pounds at 6% body fat. Sure, he had the best 500 meter indoor rowing time in the world last year in his class and he's been an ACSM certified health and fitness instructor for the past nine years. But Gary's also got a Master's degree in applied health psychology and is currently working on finishing his Ph.D. in psychology.