What does column family-oriented datastore mean in practice

I was reading this article about HBase. Within it, the storage format of HBase is described: *HBase is referred to as a column family-oriented data store. It’s also row-oriented: each row is indexed by a key that you can use for lookup* So what does column family oriented mean? Is it the same as column oriented? In that case, how can it be both column family oriented and row oriented? So row oriented storage is like this: 001:10,Smith,Joe,40000; 002:12,Jones,Mary,50000; 003:11,Johnson,Cathy,44000; 004:22,Jones,Bob,55000; Column oriented storage is like this: 10:001,12:002,11:003,22:004; Smith:001,Jones:002,Johnson:003,Jones:004; Joe:001,Mary:002,Cathy:003,Bob:004; 40000:001,50000:002,44000:003,55000:004; So how is data actually stored in HBase? Do you have example?