I created the iPhone Fashion Shoot to attempt to prove this point. 50% of the people who saw it "got" it and the other 50% claimed that it only looked good because I used $10,000 worth of light. Well I've always said "light is light" and all those expensive light modifiers do is make the light source bigger or smaller. Don't believe me? Bert Stephani will take over where I left off shooting with these work lights (the same ones that I used for part of the iPhone shoot) and a shower curtain.