Cavemen deadlifted, old school bodybuilders deadlifted. Its like free weight squats these days, no one wants to do them so they invent a thousand excuses.
Most shy away from hard/heavy barbell work basics in gyms these days... Upper/lower back, legs, hips, power, thickness, etc.
They can injure people (if not done properly), so they should be done "not at PR level" for bodybuilders. (5-8 do wonders for people at 70% of maximum).
Muti-joint power movements like DL build and strengthen entire body, from hands (grip) right on down...
