These are bad to the bone once you figure out how to do them. Set up the "stops" so you can enjoy this dead-stop variation.
The main point is to pull the bar into your abs – just a shade above the bellybutton – by driving the elbows up. Don't pull the bar up with the arms – drive with your elbows.
As with any row, keep your back flat and tight and wear a belt. Watch the video, especially the last set in the drop set, and see how my body position is fixed and I'm just driving with my elbows.
Besides meaty arms, the pectorals are probably the best of the "showy" body parts. Somewhere in time (oddly enough at the same time as the rise of Arnold Schwarzenegger), the chest became the ultimate sign of manhood. Thick pecs give a three dimensional look to the upper body, and a well-defined chest makes your torso look like an old Roman soldier's breastplate.
Maybe you're a bodybuilder through and through, but you still ought to know how to do some of the "old time" training methods like the split style. Besides, it may just put on some muscle, and that ain't bad.