I believe what the graph shows is the total measured force between the tool and the table (Fx, Fy, Fz) when using a sensor between the part and the bed, so includes the all cutting forces resolved into x,y,z:
Feed force - in direction of cut
Feed normal force - 90 degrees from direction of cut
Feed passive force - feed up/down due to helix)
all of which include any moments caused by cutting

They do talk about another sensor which goes into spindle (RCM) and so torque can be measured directly and extracted out separately.

But in terms of machine design I would have thought you want to know the total force Fx, Fy, Fz on the tool and a target stiffness to aim for. Then use FEA, or hand calcs to work out if you meet the required stiffness when applying the force at the tool tip.

For stiffness targets I've seen figures quoted for commercial machines in the region of 10 - 25 N/um (10,000 - 25,000 N/mm). I think one of my DIY machines was between 1000 - 2400 N/mm and was ~OK but I would aim higher for a good machine and I think it is easily possible.