When you can use a ceiling as a bounce surface, to turn the ceiling into a large virtual light source, you are better off firing with the flash head pointed upward and not bother with the plastic devices like the Omnibounce. The Omnibounce diverts light directly behind you, which virtually never gets forward to light your subject; and the intensity is diminshed, too, so it both wastes light and makes your flash work harder than without it, running down your batteries faster!
A small white card, used with the upward pointing flash, provides a catchlight to be seen in the subject eyes (just like the Omnibounce would do.
When you have no ceiling (e.g. outside) or a vividly colored ceiling, you cannot/don't want to use ceiling bounce. So a softbox which is 48 sq.in. is far better than using the native flash pointed forward, which is a tiny 3-4 sq.in. Shadow edges are much softer. And if the flash is on a bracket which keeps the flash above the lens axis, shadows are usually not visible to the lens.