Shadowlands, I'll bet your buddy calls himself an available light photographer, translation, he doesn't know how to use flash or any other modifiers. First, the built in flash has minimal power. Second, it can be used only for straight on flash. Ok for fill if you are close, but as main, it is flat light with an ice pick catch light in the center of the pupil and a good chance for red eye. Your flash head tilts for bouncing to soften and give direction. It also gets the flash head further above the camera. Oh, and if you want flat straight on light, you can do that as well.