Speedlight Beauty Dish?!?

If I hadn't just bought a bunch of stuff - hard drives, printing paper, etc - I'd probably buy and try this light modifier:

www.calumetphoto.com

It's like a tiny beauty dish for your canon Speedlight! Cute, isn't it? I wonder if it does much. I used to use a small softbox rig when I was shooting with my Canon EOS-1V and a speedlight. It worked well, even though it was a bit bulky... it was 16x20" in size. This thing is more compact, which is a big plus!