Direct Flash versus bounce flash

Somebody asked:
> So what I was wondering is what does the bounce/swivel
> do for the average photographer

It gives much better results when you can use bounce flash. Direct flash causes 2 or 3 problems:

If you can bounce (that means, if there is a ceiling or wall appropriate, (white if you are doing colour, some light colour in the case of B&W)), you can solve all these problems:

These 2 photos are meant to show the difference:
2 photos, one with bounce flash and the
 other with direct flash
The top one was bounced, the bottom one was direct. See the difference in the light level of the background.