In the March/April issue of American Photo is an article featuring the work of Russell James, as he photographs Victoria's Secret models backstage at an ad campaign shoot. For lighting, he used the pop-up flash on his Hasselblad H1, sometimes augmented with Briese HMI lights.
There's nothing amateur about the photographer, the photos, or the gear. IMHO, the pop-up flash is a very useful feature, especially if your subject is wearing a cap or hat in bright sunlight. The reduced height lets the light reach further under the hat-brim than a shoe-mounted flash could. More than one person has written that built-in flashes don't belong on a serious camera. To me, it's useful to always have with you a flash that weighs almost nothing, and takes up no space at all. Pat White (frequent pop-up flash user)
