friedel crafts is not "shit". not by any reasonable standard, especially if you consider the newer publications. but it does have its drawbacks. the Pd route is very promising since it is far more tolerable to aromatic substituents then friedel crafts (AlCl3 will dealkylate aromatic ethers, even though with proper conditions it is avoided), and it is catalytic. it is obvious, due to the high loadings of the ligand and catalyst (4 and 1%, respectively) that this combination is not ideal. it works well, but when you find the ideal catalyst, the loadings can be 0.1-0.01% Pd. look at the newer generation Buchwald-Hartwig aminations and the "Homeopathic, Ligandless" Heck reactions.
if you can afford the ligand (or make it, but youd probably a positive nitrogen pressure box to work under inert and dry atmosphere) and the catalyst and still stay economical this route is golden!