When a photographer wants to start expanding their lighting options they usually look to something beyond their pop-up flash. However, if you are one of those stubborn ones that simply must use what is probably the worst possible flash option...you're in luck. Preston Vance has launched a Kickstarter campaign that attempts to make your mostly worthless pop-up flash somewhat less so. Apparently based on the idea of a beauty dish, this modifier aims to soften your flash by reflecting it into a coated dish-like object and bounced back toward the subject. I realize that referring to the product's design as resembling a TV dinner plate will likely not endear this company to me, but given that I only have their images to go on...that's what I'm going with.
Truthfully I don't think there is much wrong with the product but, I do think it is improperly described. In the video and on it's site, the creator makes many references to this being like a beauty dish for your pop-up flash. The comparison isn't accurate though.
Beauty dishes are amazing in part due to the internal reflector. This piece is incredibly important because it keeps the hottest portion of the light from causing blow-outs when used up close. However, you'll notice that in their example images for the Flekt, even at a moderate distance we are seeing hot spots.
This has a lot to do with the size of the modifier but of course it would be impractical to have a full-sized beauty dish sitting on the top of your camera. I would also argue that it's very difficult to get any sort of flattering light with an immobile flash right over top of your lens. Still, you can see that the Flekt definitely does make the flash less terrible. The ability to bounce the pop-up into a large white surface helps a lot. So I suppose that if you're looking for better augmented light but don't want to search for a used speedlight, this could be something to try out.
Is it an interesting idea? Yes. Is it worth buying? I think that depends on your situation. At $75 for the base unit with a white coating (Kickstarter price) you could buy a Vivitar 285HV and actually start to learn about bouncing flash. No, it's not a super versatile flash, but it gives you the option to eventually go off-camera and grow.
Ultimately that's a decision you'll have to make for yourself. This product will give you a better quality light from your pop-up flash, and in that respect it seems like the design is succeeding. However (and I feel like I need to say this again), it is not a better option than a speedlight. It isn't smaller, it's barely cheaper, and it's nowhere near as versatile.
However, it is clever and there isn't a doubt in my mind that it will hit it's funding goal.