To be honest I was like what the hell are face pulls. I have not heard of that before.
I'm no expert but it look unnaturel to me. Hurts my shoulder just looking at it! LOL Can't see how thats nothing more then a shaping exercices instead of a mass builder. IMO Going heavy looks like a good way to hurt yourself. Theres better exercices out there then that for upper back rear delts., but if thats what you want to do, you have to do which ever don't hurt. What good is doing it overhand if it kills your shoulder.
Looking forward to what others have to say about this exercice as I have never heard of it before