I don't see why he couldn't run the NM through drilled holes. The code just says not across the bottom of joists unless it is larger cable or on running boards.
I agree that if it is run through drilled holes it should be acceptable.
I think the OP is asking about exposed NM run at right angles to the studs of a detached garage.
The 2011 NEC 334.10(1) specifically gives the permission for
use in an attached or detached garage.
334.15(A) says exposed NM has to closely follow the surface.
So, yes, one can run the NM through drilled holes . . . but, the NM has to closely follow the surface of the framing. That is, going free air stud to stud, exposed, is not allowed. If the wall is going to be covered (sheetrock, panel, etc.) as part of the job, then, as Dennis noted above, you can run stud to stud in free air.