I prefer to bounce the lights into walls or ceilings, mainly because it helps to greatly reduce shadows. Firing lights directly onto people works well, but as soon as there is something in the way, it creates some very hard shadows that become quite obstrusive.
For example, this was an outdoor reception so I had no bounce surfaces so I fired the lights direct. The shadows are very hard and I feel they are distracting
And here, I bounced the light into a wall. You can still see where the shadows are, but they are much softer and therefore, less obtrusive.
If you were a casual observer, you probably wouldn't notice the shadows, whereas in the first picture, I think even an untrained eye would see them.
And yes, the photos are quite lousy, but all I wanted to do was illustrate a point.