You really can get soft light, with a little help from The Pop-Up Flash Bounce. ---(I like the comparison pics but the product name makes me think of some sort of stripper move -pop-up-flash-bounce-) is it just me?
Find out how to determine compatibility with your camera. How to decide the focal length, aperture and image stabilization that is right for you. This article also covers common shooting scenarios like portraits, landscapes, indoor photography and nature