Maybe 1 out of every 20 people you see working out back at the gym does barbell rows. It's pathetic. I do barbell rows on my heavy, thickness back workout and on my width, separation, mostly machine-oriented back workout. For overall thickness and development, I think both deadlifts and barbell rows are essential. The exclusion of either I think is why so many pros and gym rats have mediocre or downright shitty backs.