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.
They're both assets to my training programs. Indeed, I've used kettlebells for years with success. And Pavel? He's a good guy. I definitely consider him a friend and a juggernaut in the strength and conditioning community.