I guess they could standardize stuff but then it may not be as tough. The pull ups they do are harder. Surely he can do 50+ regular ones.
Not sure I agree that the number of people that do CrossFit is that tiny compared to other sports. There are thousands of clubs doing serious CrossFit training. Certainly a lot more people than training for a 400 meter or 1500. As an example, I know a couple of dozen people that run, with two that are serious. I know 8 CrossFitters and 3 of those do it seriously.
Doubtful that millions would be better but I think for this type of sport I believe there could be guys in the military (Rangers, Seals, Special Forces, Pararescue, etc) that could be really good at this .