What seems to be missing from the equation is that and end-grain glued joint is stronger than short grain wood fibers. By testing all these using these small blocks, his small wood samples all have a small cross section of long grain wood. Would you ever try to use a shelf made with the grain running opposite to the length of the shelf? Not likely because the wood itself does not have it's strength in that orientation.
It is my belief that he is not actually testing an end-to-end grain joint against an end-to-side grain joint, and likewise to a side-to-side grain joint. He is instead testing the joint, and the adjoining wood, which due to the short grain samples, are the points that are actually failing, not the joint, as demonstrated in his presentation.
He showed that the long grain of the wood was much stronger than any of the joints that he tested, but never showed a joint that extends a sample in the long grain direction, joined by a side grain-to-side grain joint. He should take another of his samples and glue them face to face, using only 3/4 of an inch for his overlap to keep the size of the actual glue joint the same, and then test that against his other samples. I would be surprised if he did not come out with a much different summary.
A better way to describe the results of his test would be, "An end grain to end grain joint is stronger than the strength of short grain wood fibers."