Horizontal pulling exercises such as bent-over rows, dumbbell rows, seated rows, and machine rows mainly train the action of shoulder extension.
However, to strengthen horizontal shoulder abduction you need to add exercises like wide-grip rows, face pulls, dumbbell rear-delt flyes, or machine rear-delt flyes. The single-arm rear delt flye, shown in the video, also fits the bill.
Hey, wanna tick a lot of people off? Want to start a flame war, a heated academic discussion, or just a good old-fashioned penis-waving contest? Then come out publicly and say that total body training is better than body part split training.
Since I've started writing for the T-Nation, I've gotten 100's of e-mails asking me varying questions about the rotator cuff and its many somewhat magical qualities. While it may not be as cool as big quads or a great set of guns, a well-developed rotator cuff is sexy in its own, injury-free kind of way.