When I use it outdoors, it's typically a situation where there is a lot of artificial colored ambient light and deep shadows on the faces. (Think outdoor corporate party.) When I need to get group shot of two to four people the the diffused light through the light sphere is enough to light the faces and still keep the ambiance of the colored light in the background. I'm not saying this is a great device, especially for what they charge for it, but I have found a use for it that works well for me.
Rather than throw half of your light behind your, into the atmosphere, and generally everywhere the subject isn't, why not use a large bounce card, or a product like the large flashbender with diffuser? As far as the "diffused light is enough to light the faces and keep the ambiance", it's called balancing ambient with flash, and you don't need any special tupperware for that. You might be doubling the size of the light using the lightshere (which really isn't much), which still only gives you a light source that's about 4"sq. For the same price you can get a lg flashbender and diffuser and have a light that is about 1 sqft, while throwing all the light at the subject. Of course indoors it's all about the bounce.