Not trying to defend Masters or anything, but these are my observations.
1) When he first debuted, he didn't look like he did in the video at all. These days, he looks a lot more ripped. It must've been body oil or some major editing.
2) A full nelson, when applied right, can hurt a lot. I remember they tried to get it over as the move that could break Brock Lesnar's neck last year when applied by Hardcore Holly. I have always thought though, a better idea for the move was to transitition it into a camel clutch. Get them down on their belly, sit on their back, and lock in the full nelson. I've been in that, and that hurts like a bitch.