I've never really trained "for mass on a BB style routine" per se....I have built a lot of muscle between the time I started training and now. The only things I do for 'mass' are backoff sets occasionally or assistance work like chins/rows/jump shrugs, the odd couple sets of curls.
Zgzaz, I have probably read the same posts you're referring to, lol, and honestly they irk me too.....'5x5' and training lifts is not for just strength, unless you're doing purely neural work (like max singles) you're going to grow muscle as a by-product of getting stronger at a legit rep range.....typically anything over max triples will promote hypertrophy provided the trainee actually eats.
Gaining mass goes hand in hand with eating, if somebody isn't eating enough calories to move the scale, they won't gain any mass on any routine. '5x5' style training and training lifts progressively is growing popular on the 'net because it works, it always has and always will. The problem is that many people on internet boards eat like girls, way too clean/too few calories, and way too micro-managed (think of guys pondering and debating whether or not to eat 3 egg whites at 9 AM or 9:15 AM, when they miss the bigger picture, which is that aren't getting in enough cals and it doesn't matter when they eat them).....I think if people would relax and eat, they'd grow.