I consider this flow very responsive and effective for web based projects, where basically you deploy to production without much regard for the versions of your software. Using only the master branch to derive and integrate branches is faster than light, but this strategy can be applied only if you have these prerequisites:

• A centralized remote ready to manage pull requests (as GitHub does)
• A good shared agreement about branch names and pull requests usage
• A very robust deploy system

This is a big picture of this flow, graphically represented in the following image; for more details, I recommend visiting the GitHub related page at https://guides.github.com/introduction/flow/index.html: