Am I confused?!?

Maybe I'm just not a good enough photographer to tell a good photo from a very dull, average one, but the sample shots in this video just seem very blah and bland to me:  

pocketwizard.wordpress.com David Guy Maynard Link  

Usually, I'll find some killer tutorials on these MAC Group blogs (MAC owns Pocket Wizard, Mamiya, Tenba, Profoto, etc), but this guy just doesn't seem to cut it.  His idea is good, but his execution seems to fall way short of its potential.  I bet this technique could be used with dramatic effect.  It just wasn't here...