I use Normans (LH-2 heads, 200C pack usually), and I like the ability to use different reflectors and diffusers, just like I do with my studio strobes, and they put out a lot of light. A plain 5" reflector gives a kind of Weegee look. A small softbox or octabox with the flash on a tall bracket gives a kind of butterfly effect, and the 5" white reflector with the opal glass diffuser is just a bit harder and more manageable outdoors if there is any wind.
Or are you asking about using bare bulb flash, as in just a bulb with no reflector or diffuser? I've tried that, and I don't see the attraction. It's pretty harsh, but it could be an interesting effect, for say, certain kinds of fashion photography.