It's odd that this exercise isn't more popular. There's less restriction on weight compared to dumbbells or kettlebells, and it's easier to do than the barbell sumo deadlift, where many struggle to maintain proper form and end up training low back harder than glutes.
The nice thing about this version is that you can lean forward, keep your weight on your toes, and power through with your extension. This activates the glutes better, and makes it more advantageous for athletic performance.