I have a book coming out in the fall on breakdancers, Now most people would automatically reach for their (d)slr for that. I shot it all with Medium Format FILM! Yes, I had to reload the camera every twelve shots. So MF can be used for a lot of things - it's just a matter if you want to. Of course I wasn't working for a client, just myself. I would be scared of losing images because of the slower moving quality of the gear on a job like Guy's.
I used a Turbo Quantum flash mostly with the b ig diffusion dome head. Often on a bracket but also sometimes on cord off camera. I was shooting b&w. I had to do a lot of burning of blown areas - almost always the case with flash and much easier in b&w than color. That would be one critique of these pics is that the flash feels a bit heavy. More diffusion and getting it off camera would help. It also may mean more time spent in PS. Of course one could take it to the other extreme and make the flash use an obvious style point, such as Martin Parr (Magnum) does with his MF work.
I also prefer deeper blacks and saturated warmer colors, but Guy's clients might not. If these were headed for a gallery wall I would say that one would want to emphasize the surreal nature by trumping up the colors and contrast but that's not the end purpose.
Personally I love shooting MF but have really no interest in digital, esp as for what it costs I could shoot and scan 1000's of rolls of gorgeous full frame MF with the cameras I already have and love (Mamiya 6 and 7 rangefinders, Hass SWC and Rollei TLR). Doesn't hurt to own an Imacon as well. But I can see the temptation of digital for sure, just as I have with 35 (and only recently).
One of the issues I see with 35 digital is that as it gets sharper (such as my recent addition of Zeiss lenses to my D3) it becomes much less forgiving of focus and exposure errors. I would think this would be magnified in MF. Am I right in that? Something about a really high resolution pic that's slightly out of focus that is really wrong. Grainy (and dark) sets a mood that focus problems are okay and expected. Super hi-res sets up an expectation of needing to be crisp and clean. Film tends to mitigate, digital exaggerate. Just something to think about.