I don't even know where to begin with your comment....
I'll start with these 2 videos, one is type 89 HMG, the other is the export variant of the same gun. Do you see a lot of recoil in these videos?
First, I want to ask, are you speaking from experience when you say firing 50 rounds of 308 hurts your shoulder? Or did you get that impression from failed shooting compilation videos on Youtube? If you are not shouldering your gun properly, recoil from full rifle cartridges (7mm and above) can hurt your shoulder a bit. But as long as you are not shouldering the rifle like a 13-year-old girl, you are not gonna feel a thing. I've shot hundreds of rounds of 7.62x54r in the range in one sitting and my shoulder never felt anything at all. So, my first point, as long as you are shouldering your rifle properly, 308 rounds will not hurt no matter how you shoot it. 50 rounds is a walk in the park, it will be extremely unlikely to leave a bruise on any normal sized solider expected to fight wars.
Second, 12.7 HMGs are typically used with tripods, which provide stability and mitigates recoil. Sometimes the tripods are even bolted to the ground. So there is basically zero felt recoil. If, for some extremely weird reason, you decide to shoulder fire a 50 cal HMG, you can still fire it like the video shown above, and the recoil isn't really that bad tbh. The hardest part is holding that gun in a non-awkward position. Handling the recoil is doable, after all, people shoot 50 cal semi-auto rifles all the time and none gets hurt from the recoil. Go look up videos of people shooting 50 cal semi auto rifles, it really doesn't kick that much. I've not seen anyone shooting a 12.7mm gun to be knocked out by recoil like you imagined, maybe a 2 year old baby would. In fact, people fire 40mm grenades from should all the time, and that is pretty doable as well. So why do you think 12.7mm guns kick that much, especially when the gun has a tripod?
Third, the "big GPMG" point is about the mobility of the new HMG, not about how you can shoulder it. GPMGs are highly mobile, one person can run and gun it, as long as someone else is carrying ammo for him. But HMGs are typically not movable. Once you set up a HMG, you better pray the enemies are coming the direction you have it set up to see. But if you have a HMG that weights less than 30kg in total, that is a very movable gun in the field. Moving that thing 100 meter will be a piece of cake from one side of your defensive line to the other if you have 2 people carrying it, and it can provide massive boost in firepower to locations where there are enemies advancing ( in fact, 1 person can move it too, I've seen people carrying a type 89 by themselves and running around in the field, it is just not encouraged, but absolutely doable in emergency situations). I'm not saying you can shoulder a light HMG like a M240B or PKM, that is never the point of a HMG, but it can be made highly mobile in the field, which is a huge advantage and boost in firepower.