Can also call that the Bulgarian or Romanian squat program. Can also throw in the Hungarian squat program while you are at it. Slightly different version of each, though the name may change throughout the years. Birth in the Eastern Olympic lifting block if I remember right. It's popularity is fairly standard but may come and go from time to time, like everything else in lifting. Meant to be used with Olympic back squats, ass to the grass.
It is a power builder, not meant to add muscle mass to anyone. Most Olympic lifters (and PL'ers) want to get stronger but still stay in their weight class, so lower reps and sets are used (which may prove the point that when using heavier weights muscle size does not always follow). Unless your in the superheavy class and a lot of extra bodyfat is not the worry.
Give it a try and let us know your results. This can also work with DL's, benches or whatever. Though remember not for muscle mass but power increases. Might go to the PL'ers board and ask there. Good Luck.