There is a fundamental disconnect that's occurring here.
Baye states that he prefers to train with dumbbells and barbells, but for ease of training his clients, none of whom seem to have a desire to really make a quick and lasting change, he has all the machines.
Both types of work, machine and isolation, are unnatural to the human animal.
The human body lives and plays in three dimensional space, with little contraints. The most effective training strategies are going to take advantage of that.
The aspect of "hard work" he's mentioning is really only the "hard work" of the particular muscle or movement he's using. It's not like how running is hard work, or doing a shitload of pull ups, or even combinations of movements and exercises.
One thing in common with Crossfit, is the belief that intensity is the chief factor.