Actually that machine style exercise equipment, seen in athlete training room's, is used a lot for rehab. Or for quarterback, kickers and the more delicate players, less they have to work too hard in the weight room. The BB is still pretty much standard; core training. When a drafted player goes to the NFL combines the weight test (squat, bench, cleans, etc) are preformed with Olympic bar equipment. They all understand the important of measureing the core strength of an athlete. Along with coordination, quickness and timing under stress. (Though on a personal note: I think the NFL combines are a total waste of time...most of those jocks have been under inspection since grade school....NFL teams should know what their getting by the time they draft...but it is a good time for old men to sit around afterward the day is over, drink Scotch, smoke a cigar and talk about the glory years, long past)
Most coaches I've known, or worked with, prefer the old fashion BB training for their players. Some machines can be functional and do have a place along side weight training methods, very true. But the stablization benefits of free weight is first by choice. There is just not one way to train a modern athlete, either in football or anything else. The same thing can be applied to BB'ers. Good Luck.